Read the case study on page 345-346 In detail, ans...

Read the case study on page 345-346 In detail, answer all case study questions on page 346. You must have a title and reference page and be written in APA format. Also let me know if you can answer it thoroughly so i can know if i want to cancel.

Could you increase your knowledge
and raise your gradeif you
used an online tutorial that assisted you with Access
and Excel skills mapped to this book?
learned to use Microsofts SharePoint, the...Could you increase your knowledge
and raise your gradeif you
used an online tutorial that assisted you with Access
and Excel skills mapped to this book?
learned to use Microsofts SharePoint, the number one
organizational tool for file sharing and collaboration?
had flashcards and student PowerPoints
to prepare for lectures?

Visit
, a valuable tool
for your student success and your
business career.

www.myMISlab.com

INTEGRATING BUSINESS WITH T ECHNOLOGY
By completing the projects in this text, students will be able to demonstrate business knowledge, application
software proficiency, and Internet skills.These projects can be used by i nstructors as learning assessment tools
and by students as demonstrations of business, software, and problem-solving skills to f uture employers. Here
are some of the skills and competencies students using this text will be able to demonstrate:
Business Application skills: Use of both business and software skills in real-world business applications.
Demonstrates both business knowledge and proficiency in spreadsheet, database, and Web page/blog creation
tools.
Internet skills: A bility to use Internet tools to access i nformation, c onduct research, or p erform online
calculations and analysis.
Analytical, writing and presentation skills: Ability to research a specific topic, analyze a problem, think
creatively, suggest a solution, and p repare a clear written or oral presentation of the solution, working either
individually or with others in a group.
Business Application Skills
BUSINESS SKILLS

Kenneth C. Laudon is a Professor of Information Systems at New York Universitys Stern
School of Business. He holds a B.A. in Economics from Stanford and a Ph.D. from Columbia
University. He has authored twelve books dealing with electronic commerce, information
systems, organizations, and society. Professor Laudon has also written over forty articles
concerned with the social, organizational, and management impacts of information systems,
privacy, ethics, and multimedia technology.
Professor Laudons current research is on the planning and management of large-scale
information systems and multimedia information technology. He has received grants from
the National Science Foundation to study the evolution of national information systems at
the Social Security Administration, the IRS, and the FBI. Kens research focuses on enterprise system implementation, computer-related organizational and occupational changes in
large organizations, changes in management ideology, changes in public policy, and understanding productivity change in the knowledge sector.
Ken Laudon has testified as an expert before the United States Congress. He has been a
researcher and consultant to the Office of Technology Assessment (United States Congress),
Department of Homeland Security, and to the Office of the President, several executive
branch agencies, and Congressional Committees. Professor Laudon also acts as an in-house
educator for several consulting firms and as a consultant on systems planning and strategy
to several Fortune 500 firms.
At NYUs Stern School of Business, Ken Laudon teaches courses on Managing the Digital
Firm, Information Technology and Corporate Strategy, Professional Responsibility (Ethics),
and Electronic Commerce and Digital Markets. Ken Laudons hobby is sailing.

Jane Price Laudon is a management consultant in the information systems area and the
author of seven books. Her special interests include systems analysis, data management,
MIS auditing, software evaluation, and teaching business professionals how to design and
use information systems.
Jane received her Ph.D. from Columbia University, her M.A. from Harvard University,
and her B.A. from Barnard College. She has taught at Columbia University and the New York
University Graduate School of Business. She maintains a lifelong interest in Oriental languages and civilizations.
The Laudons have two daughters, Erica and Elisabeth, to whom this book is dedicated.
iii

Chapter 3: Information Systems, Organizations, and Strategy
Verizon or AT&amp;TWhich Company Has the Best Digital Strategy?
How Much Do Credit Card Companies Know About You?
Is the iPad a Disruptive Technology?
Will TV Succumb to the Internet?

Chapter 4: Ethical and Social Issues in Information Systems
Behavioral Targeting And Your Privacy: Youre the Target
The Perils of Texting
Too Much Technology
When Radiation Therapy Kills

Chapter 5: IT Infrastructure and Emerging Technologies
BART Speeds Up with a New IT Infrastructure
New to the Touch
Is Green Computing Good for Business?
Salesforce.com: Cloud Services Go Mainstream

Chapter 12: Enhancing Decision Making
What to Sell? What Price to Charge? Ask the Data
Data-Driven Schools
Piloting Valero with Real-time Management
Does CompStat Reduce Crime?

Chapter 13: Building Information Systems
CIMB Group Redesigns Its Account Opening Process
Can Business Process Management Make a Difference?
Zimbra Zooms Ahead with OneView
Are Electronic Medical Records a Cure for Health Care?

Chapter 14: Managing Projects
Coca-Cola: Opening Happiness with a New Project Management System
DTS Systems Scores with Scrum and Application Lifecycle Management
Motorola Turns to Project Portfolio Management
JetBlue and WestJet: A Tale of Two IS Projects

Chapter 15: Managing Global Systems
3M: Sticky Film and Scratchy Things That Sell Around the World
Fonterra: Managing the Worlds Milk Trade
How Cell Phones Support Economic Development
WR Grace Consolidates Its General Ledger System

This page intentionally left blank

Preface
We wrote this book for business school students who want an in-depth look at
how today's business firms use information technologies and systems to
achieve corporate objectives. Information systems are one of the major tools
available to business managers for achieving operational excellence, developing
new products and services, improving decision making, and achieving competitive advantage. Students will find here the most up-to-date and comprehensive
overview of information systems used by business firms today.
When interviewing potential employees, business firms often look for new
hires who know how to use information systems and technologies for achieving
bottom-line business results. Regardless of whether a student is an accounting,
finance, management, operations management, marketing, or information systems major, the knowledge and information found in this book will be valuable
throughout a business career.

WHATS NEW IN THIS EDITION
CURRENCY
The 12th edition features all new opening, closing, and Interactive Session
cases. The text, figures, tables, and cases have been updated through November
2010 with the latest sources from industry and MIS research.

NEW FEATURES
Thirty video case studies (2 per chapter) and 15 instructional videos are
available online.
Additional discussion questions are provided in each chapter.
Management checklists are found throughout the book; they are designed to
help future managers make better decisions.

WHATS NEW IN MIS
Plenty. A continuing stream of information technology innovations is transforming the traditional business world. What makes the MIS field the most
exciting area of study in schools of business is this continuous change in technology, management, and business processes. (Chapter 1 describes these
changes in more detail.)
Examples of transforming technologies include the emergence of cloud computing, the growth of a mobile digital business platform based on smartphones,
netbook computers, and, not least, the use of social networks by managers to
achieve business objectives. Most of these changes have occurred in the last
few years. These innovations enable entrepreneurs and innovative traditional
firms to create new products and services, develop new business models, and
transform the day-to-day conduct of business. In the process, some old businesses, even entire industries, are being destroyed while new businesses are
springing up.
For instance, the emergence of online music storesdriven by millions of
consumers who prefer iPods and MP3 playershas forever changed the older
business model of distributing music on physical devices, such as records and
CDs, and then selling them in retail stores. Say goodbye to your local music
store! Streaming Hollywood movies from Netflix is transforming the old model
of distributing films through theaters and then through DVD rentals at physical
stores. Say goodbye to Blockbuster! The growth of cloud computing, and huge
data centers, along with high-speed broadband connections to the home support these business model changes.
E-commerce is back, generating over $255 billion in revenue in 2010 and estimated to grow to over $354 billion by 2014. Amazon's revenue grew 39 percent
in the 12-month period ending June 30, 2010, despite the recession, while
offline retail grew by 5 percent. E-commerce is changing how firms design, produce, and deliver their products and services. E-commerce has reinvented itself
again, disrupting the traditional marketing and advertising industry and putting
major media and content firms in jeopardy. Facebook and other social networking sites such as YouTube, Twitter, and Second Life exemplify the new face
of e-commerce in the twenty-first century. They sell services. When we think of
e-commerce, we tend to think of selling physical products. While this iconic
vision of e-commerce is still very powerful and the fastest growing form of
retail in the U.S., cropping up alongside is a whole new value stream based on
selling services, not goods. Information systems and technologies are the foundation of this new services-based e-commerce.
Likewise, the management of business firms has changed: With new mobile
smartphones, high-speed Wi-Fi networks, and wireless laptop computers,

Preface xxiii

remote salespeople on the road are only seconds away from their managers'
questions and oversight. Managers on the move are in direct, continuous contact with their employees. The growth of enterprise-wide information systems
with extraordinarily rich data means that managers no longer operate in a fog of
confusion, but instead have online, nearly instant access to the important information they need for accurate and timely decisions. In addition to their public
uses on the Web, wikis and blogs are becoming important corporate tools for
communication, collaboration, and information sharing.

THE 12TH EDITION: THE COMPREHENSIVE SOLUTION
FOR THE MIS CURRICULUM
Since its inception, this text has helped to define the MIS course around the
globe. This edition continues to be authoritative, but is also more customizable,
flexible, and geared to meeting the needs of different colleges, universities, and
individual instructors. This book is now part of a complete learning package
that includes the core text and an extensive offering of supplemental materials
on the Web.
The core text consists of 15 chapters with hands-on projects covering essential topics in MIS. An important part of the core text is the Video Case Study and
Instructional Video package: 30 video case studies (2 video cases per chapter)
plus 15 instructional videos that illustrate business uses of information systems,
explain new technologies, and explore concepts. Video cases are keyed to the
topics of each chapter.
In addition, for students and instructors who want to go deeper into selected
topics, there are over 40 online Learning Tracks that cover a variety of MIS topics in greater depth.
myMISlab provides more in-depth coverage of chapter topics, career
resources, additional case studies, supplementary chapter material, and data
files for hands-on projects.

THE CORE TEXT
The core text provides an overview of fundamental MIS concepts using an
integrated framework for describing and analyzing information systems. This
framework shows information systems composed of management, organization, and technology elements and is reinforced in student projects and case
studies.

A diagram accompanying each
chapter-opening case graphically
illustrates how management, organization, and technology elements
work together to create an information system solution to the business
challenges discussed in the case.

xxiv Preface

Chapter Organization
Each chapter contains the following elements:
A chapter-opening case describing a real-world organization to establish the
theme and importance of the chapter
A diagram analyzing the opening case in terms of the management, organization, and technology model used throughout the text
A series of learning objectives
Two Interactive Sessions with case study questions and MIS in Action
projects
A Hands-on MIS Projects section featuring two management decision problems, a hands-on application software project, and a project to develop
Internet skills
A Learning Tracks section identifying supplementary material on myMISlab
A Review Summary section keyed to the learning objectives
A list of key terms that students can use to review concepts
Review questions for students to test their comprehension of chapter
material
Discussion questions raised by the broader themes of the chapter
A pointer to downloadable video cases
A Collaboration and Teamwork project to develop teamwork and presentation skills, with options for using open source collaboration tools
A chapter-ending case study for students to apply chapter concepts

KEY FEATURES
We have enhanced the text to make it more interactive, leading-edge, and
appealing to both students and instructors. The features and learning tools are
described in the following sections.

Business-Driven with Business Cases and Examples
The text helps students see the direct connection between information systems
and business performance. It describes the main business objectives driving the
use of information systems and technologies in corporations all over the world:
operational excellence, new products and services, customer and supplier intimacy, improved decision making, competitive advantage, and survival. In-text
examples and case studies show students how specific companies use information systems to achieve these objectives.
We use only current (2010) examples from business and public organizations
throughout the text to illustrate the important concepts in each chapter. All the
case studies describe companies or organizations that are familiar to students,
such as Google, Facebook, the New York Yankees, Procter &amp; Gamble, and
Walmart.

Interactivity
There's no better way to learn about MIS than by doing MIS. We provide different kinds of hands-on projects where students can work with real-world business scenarios and data, and learn first hand what MIS is all about. These projects heighten student involvement in this exciting subject.
New Online Video Case Package. Students' can watch short videos online,
either in-class or at home or work, and then apply the concepts of the book
to the analysis of the video. Every chapter contains at least two business
video cases (30 videos in all) that explain how business firms and managers
are using information systems, describe new management practices, and

Preface

xxv

explore concepts discussed in the chapter. Each video case consists of a video
about a real-world company, a background text case, and case study questions. These video cases enhance students' understanding of MIS topics and
the relevance of MIS to the business world. In addition, there are 15 instructional videos that describe developments and concepts in MIS keyed to
respective chapters.
Management Decision Problems. Each chapter contains two management
decision problems that teach students how to apply chapter concepts to realworld business scenarios requiring analysis and decision making.

Two real-world business scenarios per chapter provide
opportunities for students to
apply chapter concepts and
practice management decision
making.

Collaboration and Teamwork Projects. Each chapter features a collaborative project that encourages students working in teams to use Google sites,
Google Docs, and other open-source collaboration tools. The first team project in Chapter 1 asks students to build a collaborative Google site.
Hands-on MIS Projects. Every chapter concludes with a Hands-on MIS
Projects section containing three types of projects: two management decision
problems; a hands-on application software exercise using Microsoft Excel
Access, or Web page and blog-creation tools; and a project that develops
Internet business skills. A Dirt Bikes USA running case in myMISlab provides
additional hands-on projects for each chapter.

Students practice using software in real-world settings for
achieving operational excellence and enhancing decision
making.

xxvi Preface

Each chapter features a project to develop Internet skills
for accessing information,
conducting research, and performing online calculations
and analysis.

Interactive Sessions. Two short cases in each chapter have been redesigned
as Interactive Sessions to be used in the classroom (or on Internet discussion
boards) to stimulate student interest and active learning. Each case concludes with two types of activities: case study questions and MIS in Action.
The case study questions provide topics for class discussion, Internet discussion, or written assignments. MIS in Action features hands-on Web activities
for exploring issues discussed in the case more deeply.

Each chapter contains two
Interactive Sessions focused
on management, organizations, or technology using realworld companies to illustrate
chapter concepts and issues.

Preface xxvii

Case study questions and MIS
in Action projects encourage
students to learn more about
the companies and issues discussed in the case studies.

Assessment and AACSB Assessment Guidelines
The Association to Advance Collegiate Schools of Business (AACSB) is a not-forprofit corporation of educational institutions, corporations, and other organizations that seeks to improve business education primarily by accrediting university business programs. As a part of its accreditation activities, the AACSB has
developed an Assurance of Learning program designed to ensure that schools
teach students what the schools promise. Schools are required to state a clear
mission, develop a coherent business program, identify student learning objectives, and then prove that students achieve the objectives.
We have attempted in this book to support AACSB efforts to encourage
assessment-based education. The front end papers of this edition identify student learning objectives and anticipated outcomes for our Hands-on MIS projects. In the Instructor Resource Center and myMISlab is a more inclusive and
detailed assessment matrix that identifies the learning objectives of each chapter and points to all the available assessment tools that ensure students achieve
the learning objectives. Because each school is different and may have different
missions and learning objectives, no single document can satisfy all situations.
Therefore, the authors will provide custom advice to instructors on how to use
this text in their respective colleges. Instructors should e-mail the authors or
contact their local Pearson Prentice Hall representative for contact information.
For more information on the AACSB Assurance of Learning program and
how this text supports assessment-based learning, visit the Instructor Resource
Center and myMISlab.

C u s t o m i z a t i o n a n d F l e x i b i l i t y : N e w L e a r n i n g Tr a c k
Modules
Our Learning Tracks feature gives instructors the flexibility to provide in-depth
coverage of the topics they choose. There are over 40 Learning Tracks available
to instructors and students. A Learning Tracks section at the end of each chapter directs students to short essays or additional chapters in myMISlab. This
supplementary content takes students deeper into MIS topics, concepts, and
debates; reviews basic technology concepts in hardware, software, database
design, telecommunications, and other areas; and provides additional hands-on
software instruction. The 12th edition includes new Learning Tracks on cloud
computing, managing knowledge and collaboration, creating a pivot table with
Microsoft Excel PowerPivot, the mobile digital platform, and business process
management.

xxviii Preface

AUTHOR-CERTIFIED TEST BANK AND SUPPLEMENTS
Author-Certified Test Bank. The authors have worked closely with skilled
test item writers to ensure that higher level cognitive skills are tested. The
test bank includes multiple-choice questions on content, but also includes
many questions that require analysis, synthesis, and evaluation skills.
New Annotated Interactive PowerPoint Lecture Slides. The authors have
prepared a comprehensive collection of 500 PowerPoint slides to be used in
lectures. Ken Laudon uses many of these slides in his MIS classes and executive education presentations. Each of the slides is annotated with teaching
suggestions for asking students questions, developing in-class lists that illustrate key concepts, and recommending other firms as examples in addition to
those provided in the text. The annotations are like an instructor's manual
built into the slides and make it easier to teach the course effectively.

STUDENT LEARNING-FOCUSED
Student learning objectives are organized around a set of study questions to
focus student attention. Each chapter concludes with a review summary and
review questions organized around these study questions.

MYMISLAB
MyMISlab is a Web-based assessment and tutorial tool that provides practice
and testing while personalizing course content and providing student and class
assessment and reporting. Your course is not the same as the course taught
down the hall. Now, all the resources that instructors and students need for
course success are in one placeflexible and easily organized and adapted for
an individual course experience. Visit www.mymislab.com to see how you can
teach, learn, and experience MIS.

CAREER RESOURCES
MyMISlab also provides extensive career resources, including job-hunting
guides and instructions on how to build a digital portfolio demonstrating the
business knowledge, application software proficiency, and Internet skills
acquired from using the text. Students can use the portfolio in a resume or job
application; instructors can use it as a learning assessment tool.

INSTRUCTIONAL SUPPORT MATERIALS
Instructor Resource Center
Most of the support materials described in the following sections are conveniently available for adopters on the online Instructor Resource Center (IRC).
The IRC includes the Image Library (a very helpful lecture tool), Instructor's
Manual, Lecture Notes, Test Item File and TestGen, and PowerPoint slides.

Image Library
The Image Library is an impressive resource to help instructors create vibrant
lecture presentations. Almost every figure and photo in the text is provided and

Preface

organized by chapter for convenience. These images and lecture notes can be
imported easily into PowerPoint to create new presentations or to add to existing ones.

Instructors Manual
The Instructor's Manual features not only answers to review, discussion, case
study, and group project questions, but also in-depth lecture outlines, teaching
objectives, key terms, teaching suggestions, and Internet resources.

Te s t I t e m F i l e
The Test Item File is a comprehensive collection of true-false, multiple-choice,
fill-in-the-blank, and essay questions. The questions are rated by difficulty level
and the answers are referenced by section. The Test Item File also contains
questions tagged to the AACSB learning standards. An electronic version of the
Test Item File is available in TestGen, and TestGen conversions are available for
BlackBoard or WebCT course management systems. All TestGen files are available for download at the IRC.

Annotated PowerPoint Slides
Electronic color slides created by the authors are available in PowerPoint. The
slides illuminate and build on key concepts in the text.

Video Cases and Instructional Videos
Instructors can download step-by-step instructions for accessing the video cases
from the Instructor Resources page at www.pearsonhighered.com/laudon. The
following page contains a list of video cases and instructional videos.

ACKNOWLEDGEMENTS
The production of any book involves valued contributions from a number of
persons. We would like to thank all of our editors for encouragement, insight,
and strong support for many years. We thank Bob Horan for guiding the development of this edition and Kelly Loftus for her role in managing the project. We
also praise Karalyn Holland for overseeing production for this project.
Our special thanks go to our supplement authors for their work. We are
indebted to William Anderson for his assistance in the writing and production
of the text and to Megan Miller for her help during production. We thank Diana
R. Craig for her assistance with database and software topics.
Special thanks to colleagues at the Stern School of Business at New York
University; to Professor Edward Stohr of Stevens Institute of Technology; to
Professors Al Croker and Michael Palley of Baruch College and New York
University; to Professor Lawrence Andrew of Western Illinois University; to
Professor Detlef Schoder of the University of Cologne; to Professor Walter
Brenner of the University of St. Gallen; to Professor Lutz Kolbe of the
University of Gottingen; to Professor Donald Marchand of the International
Institute for Management Development; and to Professor Daniel Botha of
Stellenbosch University who provided additional suggestions for improvement.
Thank you to Professor Ken Kraemer, University of California at Irvine, and
Professor John King, University of Michigan, for more than a decade's long discussion of information systems and organizations. And a special remembrance
and dedication to Professor Rob Kling, University of Indiana, for being my
friend and colleague over so many years.
We also want to especially thank all our reviewers whose suggestions helped
improve our texts. Reviewers for this edition include the following:
Edward J. Cherian, George Washington University
Sherry L. Fowler, North Carolina State University
Richard Grenci, John Carroll University
Dorest Harvey, University of Nebraska Omaha
Shohreh Hashemi, University of HoustonDowntown
Duke Hutchings, Elon University
Ingyu Lee, Troy University
Jeffrey Livermore, Walsh College
Sue McDaniel, Bellevue University
Michelle Parker, Indiana UniversityPurdue University Fort Wayne
Peter A. Rosen, University of Evansville
Donna M. Schaeffer, Marymount University
Werner Schenk, University of Rochester
Jon C. Tomlinson, University of Northwestern Ohio
Marie A. Wright, Western Connecticut State University
James H. Yu, Santa Clara University
Fan Zhao, Florida Gulf Coast University
K.C.L.
J.P.L.

xxxi

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PART

ONE

Organizations,
Management, and the
Networked Enterprise
Chapter 1

Chapter 3

Information Systems in Global
Business Today

Information Systems,
Organizations, and Strategy

Chapter 2

Chapter 4

Global E-business and Collaboration

Ethical and Social Issues in
Information Systems

Part One introduces the major themes of this book, raising a series of important questions: What is an information system and what are its management, organization, and
technology dimensions? Why are information systems so essential in businesses
today? Why are systems for collaboration and teamwork so important? How can
information systems help businesses become more competitive? What broader ethical and social issues are raised by widespread use of information systems?

Chapter 1

Information Systems in Global
Business Today
L EARNING OBJECTIVESS

C HAPTER OUTLINE

After reading this chapter, you
will be able to answer the
following questions:

1.1

THE ROLE OF INFORMATION SYSTEMS IN
BUSINESS TODAY
How Information Systems Are Transforming
Business
Whats New in Management Information Systems?
Globalization Challenges and Opportunities:
A Flattened World
The Emerging Digital Firm
Strategic Business Objectives of Information
Systems

1.2

PERSPECTIVES ON INFORMATION SYSTEMS
What Is an Information System?
Dimensions of Information Systems
It Isnt Just Technology: A Business Perspective on
Information Systems
Complementary Assets: Organizational Capital and
the Right Business Model

1. How are information systems transforming business and what is their
relationship to globalization?
2. Why are information systems so
essential for running and managing
a business today?
3. What exactly is an information
system? How does it work? What
are its management, organization,
and technology components?
4 . What are complementary assets?
Why are complementary assets
essential for ensuring that information systems provide genuine value
for an organization?
5. What academic disciplines are used
to study information systems? How
does each contribute to an understanding of information systems?
What is a sociotechnical systems
perspective?

LEARNING TRACKS MODULES
How Much Does IT Matter?
Information Systems and Your Career
The Emerging Mobile Digital Platform

THE NEW YANKEE STADIUM LOOKS TO THE FUTURE

A

lthough baseball is a sport, its also big business, requiring revenue from tickets to
games, television broadcasts, and other sources to pay for teams. Salaries for top players have ballooned, as have ticket prices. Many fans now watch games on television
rather than attending them in person or choose other forms of entertainment, such as
electronic games. One way to keep stadiums full of fans, and to keep fans at home happy as well,
is to enrich the fan experience by offering more video and services based on technology. When
the New York Yankees built the new Yankee Stadium, they did just that.
The new Yankee Stadium, which opened on April 2, 2009, isnt just another ballpark: Its the stadium of the future. It is the most wired, connected, and video-enabled stadium in all of baseball.
Although the new stadium is similar in design to the original Yankee Stadium, built in 1923, the
interior has more space and amenities, including more intensive use of video and computer technology. Baseball fans love video. According to Ron Ricci, co-chairman of Cisco Systems sports and
entertainment division, Its what fans want to see, to see more angles and do it on their terms.
Cisco Systems supplied the computer and networking technology for the new stadium.
Throughout the stadium, including the Great Hall, the Yankees Museum, and in-stadium
restaurants and concession areas, 1,200 flat-panel high-definition HDTV monitors display live
game coverage, up-to-date sports scores, archival and highlight video, promotional messages,
news, weather, and traffic updates. There is also a huge monitor in center field that is 101 feet
wide and 59 feet high. At the conclusion of games, the monitors provide up-to-the moment traffic
information and directions to the nearest stadium exits.
The monitors are designed to surround fans visually from the moment they enter the stadium,
especially when they stray from a direct view of the ball field. The pervasiveness of this technology ensures that while fans are buying a hamburger or a soda, they will never miss a play. The
Yankees team controls all the monitors centrally and is able to offer different content on each
one. Monitors are located at concession stands, around restaurants and bars, in restrooms, and
inside 59 luxury and party suites. If a Yankee player wants to review a game to see how he
played, monitors in the teams video room will display what he did from any angle. Each Yankee
player also has a computer at his locker.
The luxury suites have special touch-screen phones for well-heeled fans to use when ordering
food and merchandise. At the stadium business center, Cisco interactive videoconferencing technology will link to a library in the Bronx and to other New York City locations, such as hospitals. Players

and executives will be able to
videoconference and talk to fans
before or after the games.
Eventually data and video from
the stadium will be delivered to
fans home televisions and
mobile devices. Inside the stadium, fans in each seat will be
able to use their mobile phones to
order from the concessions or
view instant replays. If they have
an iPhone, an application called
Venuing lets them communicate
with other fans at the game, find
nearby facilities, obtain reviews
of concessions, play pub-style
trivia games, and check for news
updates.
3

4

Part One Organizations, Management, and the Networked Enterprise

The Yankees also have their own Web site, Yankees.com, where fans can watch
in-market Yankees games live online, check game scores, find out more about their
favorite players, purchase tickets to games, and shop for caps, baseball cards and
memorabilia. The site also features fantasy baseball games, where fans compete
with each other by managing fantasy teams based on real players statistics.
Sources: www.mlb.com, accessed May 5, 2010; Rena Bhattacharyya, Courtney Munroe, and
Melanie Posey, Yankee Stadium Implements State-of-the-Art Technology from AT&amp;T,
www.forbescustom.com, April 13, 2010; Venuing: An iPhone App Tailor-Made for Yankee
Stadium Insiders, NYY Stadium Insider, March 30, 2010; Dean Meminger, Yankees New
Stadium Is More than a Ballpark, NY1.com, April 2, 2009.

T

he challenges facing the New York Yankees and other baseball teams show
why information systems are so essential today. Major league baseball is a
business as well as a sport, and teams such as the Yankees need to take in revenue
from games in order to stay in business. Ticket prices have risen, stadium attendance is dwindling for some teams, and the sport must also compete with other
forms of entertainment, including electronic games and the Internet.
The chapter-opening diagram calls attention to important points raised by this
case and this chapter. To increase stadium attendance and revenue, the New York
Yankees chose to modernize Yankee Stadium and rely on information technology
to provide new interactive services to fans inside and outside the stadium. These
services include high-density television monitors displaying live game coverage;
up-to-date sports scores, video, promotional messages, news, weather, and traffic
information; touch screens for ordering food and merchandise; interactive
videoconferencing technology for connecting to fans and the community; mobile
social networking applications; and, eventually, data and video broadcast to fans
home television sets and mobile handhelds. The Yankees Web site provides a new
channel for interacting with fans, selling tickets to games, and selling other
team-related products.
It is also important to note that these technologies changed the way the
Yankees run their business. Yankee Stadiums systems for delivering game
coverage, information, and interactive services changed the flow of work for
ticketing, seating, crowd management, and ordering food and other items from
concessions. These changes had to be carefully planned to make sure they
enhanced service, efficiency, and profitability.

Chapter 1 Information Systems in Global Business Today

1.1

THE ROLE OF INFORMATION SYSTEMS IN
BUSINESS TODAY

I

ts not business as usual in America anymore, or the rest of the global
economy. In 2010, American businesses will spend over $562 billion on
information systems hardware, software, and telecommunications
equipment. In addition, they will spend another $800 billion on business
and management consulting and servicesmuch of which involves redesigning
firms business operations to take advantage of these new technologies.
Figure 1-1 shows that between 1980 and 2009, private business investment in
information technology consisting of hardware, software, and communications
equipment grew from 32 percent to 52 percent of all invested capital.
As managers, most of you will work for firms that are intensively using
information systems and making large investments in information technology. You will certainly want to know how to invest this money wisely. If you
make wise choices, your firm can outperform competitors. If you make poor
choices, you will be wasting valuable capital. This book is dedicated to
helping you make wise decisions about information technology and information systems.

HOW INFORMATION SYSTEMS ARE TRANSFORMING
BUSINESS
You can see the results of this massive spending around you every day by
observing how people conduct business. More wireless cell phone accounts
were opened in 2009 than telephone land lines installed. Cell phones,
BlackBerrys, iPhones, e-mail, and online conferencing over the Internet have
all become essential tools of business. Eighty-nine million people in the United
States access the Internet using mobile devices in 2010, nearly half the total

FIGURE 1-1

INFORMATION TECHNOLOGY CAPITAL INVESTMENT

Information technology capital investment, defined as hardware, software, and communications
equipment, grew from 32 percent to 52 percent of all invested capital between 1980 and 2009.
Source: Based on data in U.S. Department of Commerce, Bureau of Economic Analysis, National Income and Product Accounts, 2009.

5

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Part One Organizations, Management, and the Networked Enterprise

Internet user population (eMarketer, 2010). There are 285 million cell phone
subscribers in the United States, and nearly 5 billion worldwide (Dataxis, 2010).
By June 2010, more than 99 million businesses worldwide had dot-com
Internet sites registered (Verisign, 2010). Today, 162 million Americans shop
online, and 133 million have purchased online. Every day about 41 million
Americans go online to research a product or service.
In 2009, FedEx moved over 3.4 million packages daily in the United States,
mostly overnight, and the United Parcel Service (UPS) moved over 15 million
packages daily worldwide. Businesses sought to sense and respond to rapidly
changing customer demand, reduce inventories to the lowest possible levels,
and achieve higher levels of operational efficiency. Supply chains have become
more fast-paced, with companies of all sizes depending on just-in-time inventory to reduce their overhead costs and get to market faster.
As newspaper readership continues to decline, more than 78 million people
receive their news online. About 39 million people watch a video online everyday, 66 million read a blog, and 16 million post to blogs, creating an explosion
of new writers and new forms of customer feedback that did not exist five years
ago (Pew, 2010). Social networking site Facebook attracted 134 million monthly
visitors in 2010 in the United States, and over 500 million worldwide. Businesses
are starting to use social networking tools to connect their employees,
customers, and managers worldwide. Many Fortune 500 companies now have
Facebook pages.
Despite the recession, e-commerce and Internet advertising continue to
expand. Googles online ad revenues surpassed $25 billion in 2009, and Internet
advertising continues to grow at more than 10 percent a year, reaching more
than $25 billion in revenues in 2010.
New federal security and accounting laws, requiring many businesses to
keep e-mail messages for five years, coupled with existing occupational and
health laws requiring firms to store employee chemical exposure data for up to
60 years, are spurring the growth of digital information at the estimated rate of
5 exabytes annually, equivalent to 37,000 new Libraries of Congress.

WHATS NEW IN MANAGEMENT INFORMATION
SYSTEMS?
Lots! What makes management information systems the most exciting topic in
business is the continual change in technology, management use of the technology, and the impact on business success. New businesses and industries
appear, old ones decline, and successful firms are those who learn how to use
the new technologies. Table 1-1 summarizes the major new themes in business
uses of information systems. These themes will appear throughout the book in
all the chapters, so it might be a good idea to take some time now and discuss
these with your professor and other students.
In the technology area there are three interrelated changes: (1) the emerging mobile digital platform, (2) the growth of online software as a service, and
(3) the growth in cloud computing where more and more business software
runs over the Internet.
IPhones, iPads, BlackBerrys, and Web-surfing netbooks are not just gadgets
or entertainment outlets. They represent new emerging computing platforms
based on an array of new hardware and software technologies. More and more
business computing is moving from PCs and desktop machines to these
mobile devices. Managers are increasingly using these devices to coordinate

Chapter 1 Information Systems in Global Business Today

7

TABLE 1-1 WHATS NEW IN MIS
CHANGE

BUSINESS IMPACT

TECHNOLOGY
Cloud computing platform emerges as a major business
area of innovation

A flexible collection of computers on the Internet begins to perform
tasks traditionally performed on corporate computers.

Growth in software as a service (SaaS)

Major business applications are now delivered online as an Internet
service rather than as boxed software or custom systems.

A mobile digital platform emerges to compete with the PC as a
business system

Apple opens its iPhone software to developers, and then opens an
Applications Store on iTunes where business users can download
hundreds of applications to support collaboration, location-based
services, and communication with colleagues. Small portable
lightweight, low-cost, net-centric subnotebook computers are a major
segment of the laptop marketplace. The iPad is the first successful tabletsized computing device with tools for both entertainment and business
productivity.

Web-based services enable employees to interact as online communities
using blogs, wikis, e-mail, and instant messaging services. Facebook and
MySpace create new opportunities for business to collaborate with
customers and vendors.

Telework gains momentum in the workplace

The Internet, netbooks, iPads, iPhones, and BlackBerrys make it possible
for growing numbers of people to work away from the traditional office;
55 percent of U.S. businesses have some form of remote work program.

Co-creation of business value

Sources of business value shift from products to solutions and
experiences and from internal sources to networks of suppliers and
collaboration with customers. Supply chains and product development
are more global and collaborative than in the past; customers help firms
define new products and services.

work, communicate with employees, and provide information for decision
making. We call these developments the emerging mobile digital platform.
Managers routinely use so-called Web 2.0 technologies like social
networking, collaboration tools, and wikis in order to make better, faster
decisions. As management behavior changes, how work gets organized,
coordinated, and measured also changes. By connecting employees working
on teams and projects, the social network is where works gets done, where
plans are executed, and where managers manage. Collaboration spaces are

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Part One Organizations, Management, and the Networked Enterprise

where employees meet one anothereven when they are separated by
continents and time zones.
The strength of cloud computing and the growth of the mobile digital
platform allow organizations to rely more on telework, remote work, and distributed decision making. This same platform means firms can outsource more
work, and rely on markets (rather than employees) to build value. It also means
that firms can collaborate with suppliers and customers to create new products,
or make existing products more efficiently.
You can see some of these trends at work in the Interactive Session on
Management. Millions of managers rely heavily on the mobile digital platform
to coordinate suppliers and shipments, satisfy customers, and manage their
employees. A business day without these mobile devices or Internet access
would be unthinkable. As you read this case, note how the emerging mobile
platform greatly enhances the accuracy, speed, and richness of decision making.

GLOBALIZATION CHALLENGES AND OPPORTUNITIES:
A FLATTENED WORLD
In 1492, Columbus reaffirmed what astronomers were long saying: the world
was round and the seas could be safely sailed. As it turned out, the world was
populated by peoples and languages living in isolation from one another, with
great disparities in economic and scientific development. The world trade that
ensued after Columbuss voyages has brought these peoples and cultures closer.
The industrial revolution was really a world-wide phenomenon energized by
expansion of trade among nations.
In 2005, journalist Thomas Friedman wrote an influential book declaring the
world was now flat, by which he meant that the Internet and global
communications had greatly reduced the economic and cultural advantages of
developed countries. Friedman argued that the U.S. and European countries
were in a fight for their economic lives, competing for jobs, markets, resources,
and even ideas with highly educated, motivated populations in low-wage areas
in the less developed world (Friedman, 2007). This globalization presents both
challenges and opportunities for business firms
A growing percentage of the economy of the United States and other
advanced industrial countries in Europe and Asia depends on imports and
exports. In 2010, more than 33 percent of the U.S. economy resulted from
foreign trade, both imports and exports. In Europe and Asia, the number
exceeded 50 percent. Many Fortune 500 U.S. firms derive half their revenues
from foreign operations. For instance, more than half of Intels revenues in 2010
came from overseas sales of its microprocessors. Eighty percent of the toys sold
in the U.S. are manufactured in China, while about 90 percent of the PCs
manufactured in China use American-made Intel or Advanced Micro Design
(AMD) chips.
Its not just goods that move across borders. So too do jobs, some of them
high-level jobs that pay well and require a college degree. In the past decade, the
United States lost several million manufacturing jobs to offshore, low-wage
producers. But manufacturing is now a very small part of U.S. employment (less
than 12 percent and declining). In a normal year, about 300,000 service jobs
move offshore to lower wage countries, many of them in less-skilled information
system occupations, but also including tradable service jobs in architecture,
financial services, customer call centers, consulting, engineering, and even radiology.

Chapter 1 Information Systems in Global Business Today

9

INTERACTIVE SESSION: MANAGEMENT
MIS IN YOUR POCKET
Can you run your company out of your pocket?
Perhaps not entirely, but there are many functions
today that can be performed using an iPhone,
BlackBerry, or other mobile handheld device. The
smartphone has been called the Swiss Army knife
of the digital age. A flick of the finger turns it into a
Web browser, a telephone, a camera, a music or
video player, an e-mail and messaging machine, and
for some, a gateway into corporate systems. New
software applications for social networking and
salesforce management (CRM) make these devices
even more versatile business tools.
The BlackBerry has been the favored mobile
handheld for business because it was optimized for
e-mail and messaging, with strong security and tools
for accessing internal corporate systems. Now thats
changing. Companies large and small are starting to
deploy Apples iPhone to conduct more of their
work. For some, these handhelds have become
necessities.
Doylestown Hospital, a community medical
center near Philadelphia, has a mobile workforce of
360 independent physicians treating thousands of
patients. The physicians use the iPhone 3G to stay
connected around the clock to hospital staff,
colleagues, and patient information. Doylestown
doctors use iPhone features such as e-mail, calendar, and contacts from Microsoft Exchange
ActiveSync. The iPhone allows them to receive
time-sensitive e-mail alerts from the hospital. Voice
communication is important as well, and the
iPhone allows the doctors to be on call wherever
they are.
Doylestown Hospital customized the iPhone to
provide doctors with secure mobile access from any
location in the world to the hospitals MEDITECH
electronic medical records system. MEDITECH
delivers information on vital signs, medications, lab
results, allergies, nurses notes, therapy results, and
even patient diets to the iPhone screen. Every
radiographic image a patient has had, every
dictated report from a specialist is available on the
iPhone, notes Dr. Scott Levy, Doylestown
Hospitals vice president and chief medical officer.
Doylestown doctors also use the iPhone at the
patients bedside to access medical reference
applications such as Epocrates Essentials to help
them interpret lab results and obtain medication
information.

Doylestowns information systems department
was able to establish the same high level of security
for authenticating users of the system and tracking
user activity as it maintains with all the hospitals
Web-based medical records applications. Information
is stored securely on the hospitals own server
computer.
D.W. Morgan, headquartered in Pleasanton,
California, serves as a supply chain consultant and
transportation and logistics service provider to
companies such as AT&amp;T, Apple Computer,
Johnson &amp; Johnson, Lockheed Martin, and
Chevron. It has operations in more than 85
countries on four continents, moving critical
inventory to factories that use a just-in-time (JIT)
strategy. In JIT, retailers and manufacturers maintain almost no excess on-hand inventory, relying
upon suppliers to deliver raw materials, components, or products shortly before they are needed.
In this type of production environment, its
absolutely critical to know the exact moment when
delivery trucks will arrive. In the past, it took many
phone calls and a great deal of manual effort to
provide customers with such precise up-to-theminute information. The company was able to
develop an application called ChainLinq Mobile for
its 30 drivers that updates shipment information,
collects signatures, and provides global positioning
system (GPS) tracking on each box it delivers.
As Morgans drivers make their shipments, they
use ChainLinq to record pickups and status
updates. When they reach their destination, they
collect a signature on the iPhone screen. Data
collected at each point along the way, including a
date- and time-stamped GPS location pinpointed on
a Google map, are uploaded to the companys
servers. The servers make the data available to customers on the companys Web site. Morgans competitors take about 20 minutes to half a day to provide proof of delivery; Morgan can do it
immediately.
TCHO is a start-up that uses custom-developed
machinery to create unique chocolate flavors.
Owner Timothy Childs developed an iPhone app
that enables him to remotely log into each chocolate-making machine, control time and temperature,
turn the machines on and off, and receive alerts
about when to make temperature changes. The
iPhone app also enables him to remotely view several video cameras that show how the TCHO

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Part One Organizations, Management, and the Networked Enterprise

FlavorLab is doing. TCHO employees also use the
iPhone to exchange photos, e-mail, and text messages.
The Apple iPad is also emerging as a business
tool for Web-based note-taking, file sharing, word
processing, and number-crunching. Hundreds of
business productivity applications are being developed, including tools for Web conferencing, word
processing, spreadsheets, and electronic presenta-

CASE STUDY QUESTIONS
1. What kinds of applications are described here?
What business functions do they support? How do
they improve operational efficiency and decision
making?
2. Identify the problems that businesses in this case
study solved by using mobile digital devices.
3. What kinds of businesses are most likely to benefit
from equipping their employees with mobile digital devices such as iPhones, iPads, and
BlackBerrys?
4. D.W. Morgans CEO has stated, The iPhone is not
a game changer, its an industry changer. It
changes the way that you can interact with your
customers and with your suppliers. Discuss the
implications of this statement.

tions. Properly configured, the iPad is able to
connect to corporate networks to obtain e-mail
messages, calendar events, and contacts securely
over the air.
Sources: Apple iPhone in Business Profiles, www.apple.com,
accessed May 10, 2010; Steve Lohr, Cisco Cheng, The Ipad
Has Business Potential, PC World , April 26, 2010; and
Smartphone Rises Fast from Gadget to Necessity, The New York
Times, June 10, 2009.

MIS IN ACTION
Explore the Web site for the Apple iPhone, the Apple
iPad, the BlackBerry, and the Motorola Droid, then
answer the following questions:
1. List and describe the capabilities of each of these
devices and give examples of how they could be
used by businesses.
2 . List and describe three downloadable business
applications for each device and describe their
business benefits.

Whether its attending an
online meeting, checking
orders, working with files
and documents, or obtaining
business intelligence, Apples
iPhone and iPad offer unlimited possibilities for business
users. Both devices have
stunning multitouch display,
full Internet browsing, capabilities for messaging, video
and audio transmission, and
document management.
These features make each an
all-purpose platform for
mobile computing.

Chapter 1 Information Systems in Global Business Today

On the plus side, in a normal, non-recessionary year, the U.S. economy creates over 3.5 million new jobs. Employment in information systems and the
other service occupations is expanding, and wages are stable. Outsourcing has
actually accelerated the development of new systems in the United States and
worldwide.
The challenge for you as a business student is to develop high-level skills
through education and on-the-job experience that cannot be outsourced.
The challenge for your business is to avoid markets for goods and services that
can be produced offshore much less expensively. The opportunities are equally
immense. You will find throughout this book examples of companies and
individuals who either failed or succeeded in using information systems to
adapt to this new global environment.
What does globalization have to do with management information systems?
Thats simple: everything. The emergence of the Internet into a full-blown
international communications system has drastically reduced the costs of
operating and transacting on a global scale. Communication between a factory
floor in Shanghai and a distribution center in Rapid Falls, South Dakota, is now
instant and virtually free. Customers now can shop in a worldwide
marketplace, obtaining price and quality information reliably 24 hours a day.
Firms producing goods and services on a global scale achieve extraordinary cost
reductions by finding low-cost suppliers and managing production facilities in
other countries. Internet service firms, such as Google and eBay, are able to
replicate their business models and services in multiple countries without
having to redesign their expensive fixed-cost information systems infrastructure. Half of the revenue of eBay (as well as General Motors) in 2011 will originate outside the United States. Briefly, information systems enable globalization.

THE EMERGING DIGITAL FIRM
All of the changes we have just described, coupled with equally significant
organizational redesign, have created the conditions for a fully digital firm. A
digital firm can be defined along several dimensions. A digital firm is one in
which nearly all of the organizations significant business relationships with
customers, suppliers, and employees are digitally enabled and mediated. Core
business processes are accomplished through digital networks spanning the
entire organization or linking multiple organizations.
Business processes refer to the set of logically related tasks and behaviors
that organizations develop over time to produce specific business results and
the unique manner in which these activities are organized and coordinated.
Developing a new product, generating and fulfilling an order, creating a
marketing plan, and hiring an employee are examples of business processes,
and the ways organizations accomplish their business processes can be a source
of competitive strength. (A detailed discussion of business processes can be
found in Chapter 2.)
Key corporate assetsintellectual property, core competencies, and financial
and human assetsare managed through digital means. In a digital firm, any
piece of information required to support key business decisions is available at
any time and anywhere in the firm.
Digital firms sense and respond to their environments far more rapidly than
traditional firms, giving them more flexibility to survive in turbulent times.
Digital firms offer extraordinary opportunities for more flexible global organization and management. In digital firms, both time shifting and space shifting are

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the norm. Time shifting refers to business being conducted continuously, 24/7,
rather than in narrow work day time bands of 9 A.M. to 5 P.M. Space shifting
means that work takes place in a global workshop, as well as within national
boundaries. Work is accomplished physically wherever in the world it is best
accomplished.
Many firms, such as Cisco Systems. 3M, and IBM, are close to becoming digital firms, using the Internet to drive every aspect of their business. Most other
companies are not fully digital, but they are moving toward close digital integration with suppliers, customers, and employees. Many firms, for example, are
replacing traditional face-to-face meetings with virtual meetings using videoconferencing and Web conferencing technology. (See Chapter 2.)

STRATEGIC BUSINESS OBJECTIVES OF INFORMATION
SYSTEMS
What makes information systems so essential today? Why are businesses
investing so much in information systems and technologies? In the United
States, more than 23 million managers and 113 million workers in the labor
force rely on information systems to conduct business. Information systems are
essential for conducting day-to-day business in the United States and most
other advanced countries, as well as achieving strategic business objectives.
Entire sectors of the economy are nearly inconceivable without substantial
investments in information systems. E-commerce firms such as Amazon, eBay,
Google, and E*Trade simply would not exist. Todays service industriesfinance,
insurance, and real estate, as well as personal services such as travel, medicine,
and educationcould not operate without information systems. Similarly, retail
firms such as Walmart and Sears and manufacturing firms such as General
Motors and General Electric require information systems to survive and prosper.
Just as offices, telephones, filing cabinets, and efficient tall buildings with
elevators were once the foundations of business in the twentieth century, information technology is a foundation for business in the twenty-first century.
There is a growing interdependence between a firms ability to use
information technology and its ability to implement corporate strategies and
achieve corporate goals (see Figure 1-2). What a business would like to do in five
years often depends on what its systems will be able to do. Increasing market
share, becoming the high-quality or low-cost producer, developing new products,
and increasing employee productivity depend more and more on the kinds and
quality of information systems in the organization. The more you understand
about this relationship, the more valuable you will be as a manager.
Specifically, business firms invest heavily in information systems to achieve
six strategic business objectives: operational excellence; new products, services,
and business models; customer and supplier intimacy; improved decision
making; competitive advantage; and survival.

Operational Excellence
Businesses continuously seek to improve the efficiency of their operations in
order to achieve higher profitability. Information systems and technologies are
some of the most important tools available to managers for achieving higher
levels of efficiency and productivity in business operations, especially when
coupled with changes in business practices and management behavior.
Walmart, the largest retailer on earth, exemplifies the power of information
systems coupled with brilliant business practices and supportive management

Chapter 1 Information Systems in Global Business Today
FIGURE 1-2

THE INTERDEPENDENCE BETWEEN ORGANIZATIONS AND
INFORMATION SYSTEMS

In contemporary systems there is a growing interdependence between a firms information systems
and its business capabilities. Changes in strategy, rules, and business processes increasingly require
changes in hardware, software, databases, and telecommunications. Often, what the organization
would like to do depends on what its systems will permit it to do.

to achieve world-class operational efficiency. In fiscal year 2010, Walmart
achieved $408 billion in salesnearly one-tenth of retail sales in the United
Statesin large part because of its Retail Link system, which digitally links its
suppliers to every one of Walmarts stores. As soon as a customer purchases an
item, the supplier monitoring the item knows to ship a replacement to the
shelf. Walmart is the most efficient retail store in the industry, achieving sales
of more than $28 per square foot, compared to its closest competitor, Target, at
$23 a square foot, with other retail firms producing less than $12 a square foot.

New Products, Services, and Business Models
Information systems and technologies are a major enabling tool for firms to
create new products and services, as well as entirely new business models.
A business model describes how a company produces, delivers, and sells a
product or service to create wealth.
Todays music industry is vastly different from the industry a decade ago.
Apple Inc. transformed an old business model of music distribution based on
vinyl records, tapes, and CDs into an online, legal distribution model based on its
own iPod technology platform. Apple has prospered from a continuing stream of
iPod innovations, including the iPod, the iTunes music service, the iPad, and the
iPhone.

Customer and Supplier Intimacy
When a business really knows its customers, and serves them well, the
customers generally respond by returning and purchasing more. This raises
revenues and profits. Likewise with suppliers: the more a business engages its
suppliers, the better the suppliers can provide vital inputs. This lowers costs.
How to really know your customers, or suppliers, is a central problem for
businesses with millions of offline and online customers.
The Mandarin Oriental in Manhattan and other high-end hotels exemplify the
use of information systems and technologies to achieve customer intimacy. These
hotels use computers to keep track of guests preferences, such as their preferred

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room temperature, check-in time, frequently dialed telephone numbers, and
television programs., and store these data in a large data repository. Individual
rooms in the hotels are networked to a central network server computer so that
they can be remotely monitored or controlled. When a customer arrives at one of
these hotels, the system automatically changes the room conditions, such as
dimming the lights, setting the room temperature, or selecting appropriate music,
based on the customers digital profile. The hotels also analyze their customer data
to identify their best customers and to develop individualized marketing
campaigns based on customers preferences.
JCPenney exemplifies the benefits of information systems-enabled supplier
intimacy. Every time a dress shirt is bought at a JCPenney store in the United
States, the record of the sale appears immediately on computers in Hong Kong at
the TAL Apparel Ltd. supplier, a contract manufacturer that produces one in eight
dress shirts sold in the United States. TAL runs the numbers through a computer
model it developed and then decides how many replacement shirts to make, and
in what styles, colors, and sizes. TAL then sends the shirts to each JCPenney store,
bypassing completely the retailers warehouses. In other words, JCPenneys shirt
inventory is near zero, as is the cost of storing it.

Improved Decision Making
Many business managers operate in an information fog bank, never really
having the right information at the right time to make an informed decision.
Instead, managers rely on forecasts, best guesses, and luck. The result is overor underproduction of goods and services, misallocation of resources, and poor
response times. These poor outcomes raise costs and lose customers. In the
past decade, information systems and technologies have made it possible for
managers to use real-time data from the marketplace when making decisions.
For instance, Verizon Corporation, one of the largest telecommunication
companies in the United States, uses a Web-based digital dashboard to provide
managers with precise real-time information on customer complaints, network
performance for each locality served, and line outages or storm-damaged lines.
Using this information, managers can immediately allocate repair resources to
affected areas, inform consumers of repair efforts, and restore service fast.

Competitive Advantage
When firms achieve one or more of these business objectivesoperational
excellence; new products, services, and business models; customer/supplier
intimacy; and improved decision makingchances are they have already
achieved a competitive advantage. Doing things better than your competitors,
charging less for superior products, and responding to customers and suppliers
in real time all add up to higher sales and higher profits that your competitors
cannot match. Apple Inc., Walmart, and UPS, described later in this chapter, are
industry leaders because they know how to use information systems for this
purpose.

Survival
Business firms also invest in information systems and technologies because they
are necessities of doing business. Sometimes these necessities are driven by
industry-level changes. For instance, after Citibank introduced the first
automated teller machines (ATMs) in the New York region in 1977 to attract
customers through higher service levels, its competitors rushed to provide ATMs
to their customers to keep up with Citibank. Today, virtually all banks in the
United States have regional ATMs and link to national and international ATM

Chapter 1 Information Systems in Global Business Today

networks, such as CIRRUS. Providing ATM services to retail banking customers
is simply a requirement of being in and surviving in the retail banking business.
There are many federal and state statutes and regulations that create a legal
duty for companies and their employees to retain records, including digital
records. For instance, the Toxic Substances Control Act (1976), which regulates
the exposure of U.S. workers to more than 75,000 toxic chemicals, requires
firms to retain records on employee exposure for 30 years. The Sarbanes
Oxley Act (2002), which was intended to improve the accountability of public
firms and their auditors, requires certified public accounting firms that audit
public companies to retain audit working papers and records, including all
e-mails, for five years. Many other pieces of federal and state legislation in
health care, financial services, education, and privacy protection impose
significant information retention and reporting requirements on U.S.
businesses. Firms turn to information systems and technologies to provide the
capability to respond to these challenges.

1.2

PERSPECTIVES ON INFORMATION SYSTEMS

So far weve used information systems and technologies informally without
defining the terms. Information technology (IT) consists of all the hardware
and software that a firm needs to use in order to achieve its business objectives.
This includes not only computer machines, storage devices, and handheld
mobile devices, but also software, such as the Windows or Linux operating systems, the Microsoft Office desktop productivity suite, and the many thousands
of computer programs that can be found in a typical large firm. Information
systems are more complex and can be best be understood by looking at them
from both a technology and a business perspective.

WHAT IS AN INFORMATION SYSTEM?
An information system can be defined technically as a set of interrelated
components that collect (or retrieve), process, store, and distribute information
to support decision making and control in an organization. In addition to
supporting decision making, coordination, and control, information systems
may also help managers and workers analyze problems, visualize complex
subjects, and create new products.
Information systems contain information about significant people, places,
and things within the organization or in the environment surrounding it.
By information we mean data that have been shaped into a form that is
meaningful and useful to human beings. Data, in contrast, are streams of raw
facts representing events occurring in organizations or the physical environment before they have been organized and arranged into a form that people can
understand and use.
A brief example contrasting information and data may prove useful.
Supermarket checkout counters scan millions of pieces of data from bar
codes, which describe each product. Such pieces of data can be totaled and
analyzed to provide meaningful information, such as the total number of
bottles of dish detergent sold at a particular store, which brands of dish
detergent were selling the most rapidly at that store or sales territory, or the
total amount spent on that brand of dish detergent at that store or sales region
(see Figure 1-3).

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Part One Organizations, Management, and the Networked Enterprise
FIGURE 1-3

DATA AND INFORMATION

Raw data from a supermarket checkout counter can be processed and organized to produce meaningful information, such
as the total unit sales of dish detergent or the total sales revenue from dish detergent for a specific store or sales territory.

Three activities in an information system produce the information that
organizations need to make decisions, control operations, analyze problems,
and create new products or services. These activities are input, processing, and
output (see Figure 1-4). Input captures or collects raw data from within the
organization or from its external environment. Processing converts this raw
input into a meaningful form. Output transfers the processed information to
the people who will use it or to the activities for which it will be used.
Information systems also require feedback, which is output that is returned to
appropriate members of the organization to help them evaluate or correct the
input stage.
In the Yankees system for selling tickets through its Web site, the raw input
consists of order data for tickets, such as the purchasers name, address, credit
card number, number of tickets ordered, and the date of the game for which the
ticket is being purchased. Computers store these data and process them to
calculate order totals, to track ticket purchases, and to send requests for
payment to credit card companies. The output consists of tickets to print out,
receipts for orders, and reports on online ticket orders. The system provides
meaningful information, such as the number of tickets sold for a particular
game, the total number of tickets sold each year, and frequent customers.
Although computer-based information systems use computer technology to
process raw data into meaningful information, there is a sharp distinction
between a computer and a computer program on the one hand, and an
information system on the other. Electronic computers and related software
programs are the technical foundation, the tools and materials, of modern
information systems. Computers provide the equipment for storing and
processing information. Computer programs, or software, are sets of
operating instructions that direct and control computer processing. Knowing
how computers and computer programs work is important in designing
solutions to organizational problems, but computers are only part of an
information system.

Chapter 1 Information Systems in Global Business Today
FIGURE 1-4

FUNCTIONS OF AN INFORMATION SYSTEM

An information system contains information about an organization and its surrounding environment.
Three basic activitiesinput, processing, and outputproduce the information organizations need.
Feedback is output returned to appropriate people or activities in the organization to evaluate and
refine the input. Environmental actors, such as customers, suppliers, competitors, stockholders, and
regulatory agencies, interact with the organization and its information systems.

A house is an appropriate analogy. Houses are built with hammers, nails,
and wood, but these do not make a house. The architecture, design, setting,
landscaping, and all of the decisions that lead to the creation of these features
are part of the house and are crucial for solving the problem of putting a roof
over ones head. Computers and programs are the hammers, nails, and lumber
of computer-based information systems, but alone they cannot produce the
information a particular organization needs. To understand information
systems, you must understand the problems they are designed to solve, their
architectural and design elements, and the organizational processes that lead to
these solutions.

DIMENSIONS OF INFORMATION SYSTEMS
To fully understand information systems, you must understand the broader
organization, management, and information technology dimensions of systems
(see Figure 1-5) and their power to provide solutions to challenges and problems
in the business environment. We refer to this broader understanding of information systems, which encompasses an understanding of the management and
organizational dimensions of systems as well as the technical dimensions of
systems, as information systems literacy. Computer literacy, in contrast,
focuses primarily on knowledge of information technology.
The field of management information systems (MIS) tries to achieve this
broader information systems literacy. MIS deals with behavioral issues as well

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Part One Organizations, Management, and the Networked Enterprise
FIGURE 1-5

INFORMATION SYSTEMS ARE MORE THAN COMPUTERS

Using information systems effectively requires an understanding of the organization, management,
and information technology shaping the systems. An information system creates value for the firm as
an organizational and management solution to challenges posed by the environment.

as technical issues surrounding the development, use, and impact of information systems used by managers and employees in the firm.
Lets examine each of the dimensions of information systemsorganizations,
management, and information technology.

Organizations
Information systems are an integral part of organizations. Indeed, for some
companies, such as credit reporting firms, there would be no business without
an information system. The key elements of an organization are its people,
structure, business processes, politics, and culture. We introduce these
components of organizations here and describe them in greater detail in
Chapters 2 and 3.
Organizations have a structure that is composed of different levels and
specialties. Their structures reveal a clear-cut division of labor. Authority and
responsibility in a business firm are organized as a hierarchy, or a pyramid
structure. The upper levels of the hierarchy consist of managerial, professional,
and technical employees, whereas the lower levels consist of operational
personnel.
Senior management makes long-range strategic decisions about products
and services as well as ensures financial performance of the firm. Middle
management carries out the programs and plans of senior management and
operational management is responsible for monitoring the daily activities of
the business. Knowledge workers, such as engineers, scientists, or architects,
design products or services and create new knowledge for the firm, whereas
data workers, such as secretaries or clerks, assist with scheduling and communications at all levels of the firm. Production or service workers actually produce the product and deliver the service (see Figure 1-6).
Experts are employed and trained for different business functions.
The major business functions, or specialized tasks performed by business
organizations, consist of sales and marketing, manufacturing and production,

Chapter 1 Information Systems in Global Business Today
FIGURE 1-6

LEVELS IN A FIRM

Business organizations are hierarchies consisting of three principal levels: senior management, middle
management, and operational management. Information systems serve each of these levels. Scientists
and knowledge workers often work with middle management.

finance and accounting, and human resources (see Table 1-2). Chapter 2
provides more detail on these business functions and the ways in which they
are supported by information systems.
An organization coordinates work through its hierarchy and through its
business processes, which are logically related tasks and behaviors for
accomplishing work. Developing a new product, fulfilling an order, and hiring a
new employee are examples of business processes.
Most organizations business processes include formal rules that have been
developed over a long time for accomplishing tasks. These rules guide employees
in a variety of procedures, from writing an invoice to responding to customer
complaints. Some of these business processes have been written down, but others
are informal work practices, such as a requirement to return telephone calls from
co-workers or customers, that are not formally documented. Information systems
automate many business processes. For instance, how a customer receives credit
or how a customer is billed is often determined by an information system that
incorporates a set of formal business processes.

Each organization has a unique culture, or fundamental set of assumptions,
values, and ways of doing things, that has been accepted by most of its
members. You can see organizational culture at work by looking around your
university or college. Some bedrock assumptions of university life are that
professors know more than students, the reasons students attend college is to
learn, and that classes follow a regular schedule.
Parts of an organizations culture can always be found embedded in its
information systems. For instance, UPSs concern with placing service to the
customer first is an aspect of its organizational culture that can be found in
the companys package tracking systems, which we describe later in this
section.
Different levels and specialties in an organization create different interests
and points of view. These views often conflict over how the company should be
run and how resources and rewards should be distributed. Conflict is the basis
for organizational politics. Information systems come out of this cauldron of
differing perspectives, conflicts, compromises, and agreements that are a
natural part of all organizations. In Chapter 3, we examine these features of
organizations and their role in the development of information systems in
greater detail.

Management
Managements job is to make sense out of the many situations faced by
organizations, make decisions, and formulate action plans to solve organizational problems. Managers perceive business challenges in the environment;
they set the organizational strategy for responding to those challenges; and they
allocate the human and financial resources to coordinate the work and achieve
success. Throughout, they must exercise responsible leadership. The business
information systems described in this book reflect the hopes, dreams, and
realities of real-world managers.
But managers must do more than manage what already exists. They must
also create new products and services and even re-create the organization from
time to time. A substantial part of management responsibility is creative work
driven by new knowledge and information. Information technology can play a
powerful role in helping managers design and deliver new products and
services and redirecting and redesigning their organizations. Chapter 12 treats
management decision making in detail.

I n f o r m a t i o n Te c h n o l o g y
Information technology is one of many tools managers use to cope with change.
Computer hardware is the physical equipment used for input, processing,
and output activities in an information system. It consists of the following:
computers of various sizes and shapes (including mobile handheld devices);
various input, output, and storage devices; and telecommunications devices
that link computers together.
Computer software consists of the detailed, preprogrammed instructions
that control and coordinate the computer hardware components in an information system. Chapter 5 describes the contemporary software and hardware
platforms used by firms today in greater detail.
Data management technology consists of the software governing the
organization of data on physical storage media. More detail on data organization
and access methods can be found in Chapter 6.
Networking and telecommunications technology, consisting of both
physical devices and software, links the various pieces of hardware and transfers

Chapter 1 Information Systems in Global Business Today

data from one physical location to another. Computers and communications
equipment can be connected in networks for sharing voice, data, images, sound,
and video. A network links two or more computers to share data or resources,
such as a printer.
The worlds largest and most widely used network is the Internet. The
Internet is a global network of networks that uses universal standards
(described in Chapter 7) to connect millions of different networks with more
than 1.4 billion users in over 230 countries around the world.
The Internet has created a new universal technology platform on which to
build new products, services, strategies, and business models. This same
technology platform has internal uses, providing the connectivity to link different systems and networks within the firm. Internal corporate networks based
on Internet technology are called intranets. Private intranets extended to
authorized users outside the organization are called extranets, and firms use
such networks to coordinate their activities with other firms for making
purchases, collaborating on design, and other interorganizational work. For
most business firms today, using Internet technology is both a business necessity and a competitive advantage.
The World Wide Web is a service provided by the Internet that uses
universally accepted standards for storing, retrieving, formatting, and
displaying information in a page format on the Internet. Web pages contain
text, graphics, animations, sound, and video and are linked to other Web pages.
By clicking on highlighted words or buttons on a Web page, you can link to
related pages to find additional information and links to other locations on the
Web. The Web can serve as the foundation for new kinds of information
systems such as UPSs Web-based package tracking system described in the
following Interactive Session.
All of these technologies, along with the people required to run and
manage them, represent resources that can be shared throughout the organization and constitute the firms information technology (IT) infrastructure. The IT infrastructure provides the foundation, or platform, on which
the firm can build its specific information systems. Each organization must
carefully design and manage its IT infrastructure so that it has the set of
technology services it needs for the work it wants to accomplish with information systems. Chapters 5 through 8 of this book examine each major technology component of information technology infrastructure and show how
they all work together to create the technology platform for the organization.
The Interactive Session on Technology describes some of the typical
technologies used in computer-based information systems today. UPS invests
heavily in information systems technology to make its business more efficient
and customer oriented. It uses an array of information technologies including
bar code scanning systems, wireless networks, large mainframe computers,
handheld computers, the Internet, and many different pieces of software for
tracking packages, calculating fees, maintaining customer accounts, and managing logistics.
Lets identify the organization, management, and technology elements in
the UPS package tracking system we have just described. The organization
element anchors the package tracking system in UPSs sales and production
functions (the main product of UPS is a servicepackage delivery). It specifies
the required procedures for identifying packages with both sender and
recipient information, taking inventory, tracking the packages en route, and
providing package status reports for UPS customers and customer service
representatives.

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I N T E R A C T I V E S E S S I O N : T E C H N O LO GY
UPS COMPETES GLOBALLY WITH INFORMATION TECHNOLOGY
United Parcel Service (UPS) started out in 1907 in a
closet-sized basement office. Jim Casey and Claude
Ryantwo teenagers from Seattle with two bicycles
and one phonepromised the best service and
lowest rates. UPS has used this formula successfully
for more than 100 years to become the worlds largest
ground and air package delivery company. Its a
global enterprise with over 408,000 employees,
96,000 vehicles, and the worlds ninth largest airline.
Today, UPS delivers more than 15 million packages and documents each day in the United States
and more than 200 other countries and territories.
The firm has been able to maintain leadership in
small-package delivery services despite stiff competition from FedEx and Airborne Express by investing
heavily in advanced information technology. UPS
spends more than $1 billion each year to maintain a
high level of customer service while keeping costs
low and streamlining its overall operations.
It all starts with the scannable bar-coded label
attached to a package, which contains detailed information about the sender, the destination, and when
the package should arrive. Customers can download
and print their own labels using special software
provided by UPS or by accessing the UPS Web site.
Before the package is even picked up, information
from the smart label is transmitted to one of UPSs
computer centers in Mahwah, New Jersey, or
Alpharetta, Georgia, and sent to the distribution
center nearest its final destination. Dispatchers at
this center download the label data and use special
software to create the most efficient delivery route
for each driver that considers traffic, weather
conditions, and the location of each stop. UPS
estimates its delivery trucks save 28 million miles
and burn 3 million fewer gallons of fuel each year as
a result of using this technology. To further increase
cost savings and safety, drivers are trained to use
340 Methods developed by industrial engineers to
optimize the performance of every task from lifting
and loading boxes to selecting a package from a shelf
in the truck.
The first thing a UPS driver picks up each day is a
handheld computer called a Delivery Information
Acquisition Device (DIAD), which can access one of
the wireless networks cell phones rely on. As soon as
the driver logs on, his or her days route is downloaded onto the handheld. The DIAD also automati-

cally captures customers signatures along with
pickup and delivery information. Package tracking
information is then transmitted to UPSs computer
network for storage and processing. From there, the
information can be accessed worldwide to provide
proof of delivery to customers or to respond to
customer queries. It usually takes less than 60
seconds from the time a driver presses complete on
a DIAD for the new information to be available on
the Web.
Through its automated package tracking system,
UPS can monitor and even re-route packages
throughout the delivery process. At various points
along the route from sender to receiver, bar code
devices scan shipping information on the package
label and feed data about the progress of the package
into the central computer. Customer service
representatives are able to check the status of any
package from desktop computers linked to the
central computers and respond immediately to
inquiries from customers. UPS customers can also
access this information from the companys Web site
using their own computers or mobile phones.
Anyone with a package to ship can access the UPS
Web site to check delivery routes, calculate shipping
rates, determine time in transit, print labels, schedule a pickup, and track packages. The data collected
at the UPS Web site are transmitted to the UPS central computer and then back to the customer after
processing. UPS also provides tools that enable customers, such Cisco Systems, to embed UPS functions,
such as tracking and cost calculations, into their own
Web sites so that they can track shipments without
visiting the UPS site.
In June 2009, UPS launched a new Web-based
Post-Sales Order Management System (OMS) that
manages global service orders and inventory for
critical parts fulfillment. The system enables hightech electronics, aerospace, medical equipment, and
other companies anywhere in the world that ship
critical parts to quickly assess their critical parts
inventory, determine the most optimal routing
strategy to meet customer needs, place orders online,
and track parts from the warehouse to the end user.
An automated e-mail or fax feature keeps customers
informed of each shipping milestone and can provide
notification of any changes to flight schedules for
commercial airlines carrying their parts. Once orders

Chapter 1 Information Systems in Global Business Today

are complete, companies can print documents such
as labels and bills of lading in multiple languages.
UPS is now leveraging its decades of expertise
managing its own global delivery network to manage
logistics and supply chain activities for other companies. It created a UPS Supply Chain Solutions
division that provides a complete bundle of standardized services to subscribing companies at a fraction
of what it would cost to build their own systems and
infrastructure. These services include supply chain
design and management, freight forwarding, customs
brokerage, mail services, multimodal transportation,
and financial services, in addition to logistics
services.
Servalite, an East Moline, Illinois, manufacturer of
fasteners, sells 40,000 different products to hardware

CASE STUDY QUESTIONS
1. What are the inputs, processing, and outputs of
UPSs package tracking system?
2. What technologies are used by UPS? How are
these technologies related to UPSs business
strategy?
3 . What strategic business objectives do UPSs
information systems address?
4 . What would happen if UPSs information systems
were not available?

23

stores and larger home improvement stores.
The company had used multiple warehouses to
provide two-day delivery nationwide. UPS created a
new logistics plan for the company that helped it
reduce freight time in transit and consolidate inventory. Thanks to these improvements, Servalite has
been able to keep its two-day delivery guarantee
while lowering warehousing and inventory costs.
Sources: Jennifer Levitz, UPS Thinks Out of the Box on Driver
Training, The Wall Street Journal, April 6, 2010; United Parcel
Service, In a Tighter Economy, a Manufacturer Fastens Down Its
Logistics, UPS Compass, accessed May 5, 2010; Agam Shah, UPS
Invests $1 Billion in Technology to Cut Costs, Bloomberg
Businessweek, March 25, 2010; UPS, UPS Delivers New App for
Googles Android, April 12, 2010; Chris Murphy, In for the Long
Haul, Information Week, January 19, 2009; United Parcel Service,
UPS Unveils Global Technology for Critical Parts Fulfillment, June
16, 2009; and www.ups.com, accessed May 5, 2010.

MIS IN ACTION
Explore the UPS Web site (www.ups.com) and
answer the following questions:
1. What kind of information and services does the
Web site provide for individuals, small businesses,
and large businesses? List these services.
2. Go to the Business Solutions portion of the UPS
Web site. Browse the UPS Business Solutions by
category (such as shipment delivery, returns, or
international trade) and write a description of all
the services UPS provides for one of these
categories. Explain how a business would benefit
from these services.
3. Explain how the Web site helps UPS achieve some
or all of the strategic business objectives we
described earlier in this chapter. What would be
the impact on UPSs business if this Web site were
not available?

The system must also provide information to satisfy the needs of
managers and workers. UPS drivers need to be trained in both package
pickup and delivery procedures and in how to use the package tracking
system so that they can work efficiently and effectively. UPS customers may
need some training to use UPS in-house package tracking software or the UPS
Web site.
UPSs management is responsible for monitoring service levels and costs and
for promoting the companys strategy of combining low cost and superior
service. Management decided to use computer systems to increase the ease of
sending a package using UPS and of checking its delivery status, thereby
reducing delivery costs and increasing sales revenues.

24

Part One Organizations, Management, and the Networked Enterprise

The technology supporting this system consists of handheld computers, bar
code scanners, wired and wireless communications networks, desktop computers, UPSs data center, storage technology for the package delivery data, UPS inhouse package tracking software, and software to access the World Wide Web.
The result is an information system solution to the business challenge of providing a high level of service with low prices in the face of mounting
competition.

IT ISNT JUST TECHNOLOGY: A BUSINESS
PERSPECTIVE ON INFORMATION SYSTEMS
Managers and business firms invest in information technology and systems
because they provide real economic value to the business. The decision to build
or maintain an information system assumes that the returns on this investment
will be superior to other investments in buildings, machines, or other assets.
These superior returns will be expressed as increases in productivity, as
increases in revenues (which will increase the firms stock market value), or
perhaps as superior long-term strategic positioning of the firm in certain
markets (which produce superior revenues in the future).
We can see that from a business perspective, an information system is an
important instrument for creating value for the firm. Information systems
enable the firm to increase its revenue or decrease its costs by providing
information that helps managers make better decisions or that improves the
execution of business processes. For example, the information system for
analyzing supermarket checkout data illustrated in Figure 1-3 can increase firm
profitability by helping managers make better decisions on which products to
stock and promote in retail supermarkets.
Every business has an information value chain, illustrated in Figure 1-7, in
which raw information is systematically acquired and then transformed
through various stages that add value to that information. The value of an
information system to a business, as well as the decision to invest in any new
information system, is, in large part, determined by the extent to which the
system will lead to better management decisions, more efficient business

Using a handheld computer
called a Delivery Information
Acquisition Device (DIAD), UPS
drivers automatically capture
customers signatures along with
pickup, delivery, and time card
information. UPS information
systems use these data to track
packages while they are being
transported.

Chapter 1 Information Systems in Global Business Today
FIGURE 1-7

THE BUSINESS INFORMATION VALUE CHAIN

From a business perspective, information systems are part of a series of value-adding activities for acquiring,
transforming, and distributing information that managers can use to improve decision making, enhance organizational
performance, and, ultimately, increase firm profitability.

processes, and higher firm profitability. Although there are other reasons
why systems are built, their primary purpose is to contribute to corporate
value.
From a business perspective, information systems are part of a series of
value-adding activities for acquiring, transforming, and distributing information
that managers can use to improve decision making, enhance organizational
performance, and, ultimately, increase firm profitability.
The business perspective calls attention to the organizational and managerial
nature of information systems. An information system represents an organizational and management solution, based on information technology, to a
challenge or problem posed by the environment. Every chapter in this book
begins with a short case study that illustrates this concept. A diagram at the
beginning of each chapter illustrates the relationship between a business
challenge and resulting management and organizational decisions to use IT as
a solution to challenges generated by the business environment. You can use
this diagram as a starting point for analyzing any information system or
information system problem you encounter.
Review the diagram at the beginning of this chapter. The diagram shows
how the Yankees systems solved the business problem presented by declining interest in baseball games and competition from television and other
media. These systems provide a solution that takes advantage of new interactive digital technology and opportunities created by the Internet. They
opened up new channels for selling tickets and interacting with customers
that improved business performance. The diagram also illustrates how

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Part One Organizations, Management, and the Networked Enterprise

management, technology, and organizational elements work together to create the systems.

COMPLEMENTARY ASSETS: ORGANIZATIONAL CAPITAL
AND THE RIGHT BUSINESS MODEL
Awareness of the organizational and managerial dimensions of information
systems can help us understand why some firms achieve better results from
their information systems than others. Studies of returns from information
technology investments show that there is considerable variation in the returns
firms receive (see Figure 1-8). Some firms invest a great deal and receive a great
deal (quadrant 2); others invest an equal amount and receive few returns
(quadrant 4). Still other firms invest little and receive much (quadrant 1),
whereas others invest little and receive little (quadrant 3). This suggests that
investing in information technology does not by itself guarantee good returns.
What accounts for this variation among firms?
The answer lies in the concept of complementary assets. Information
technology investments alone cannot make organizations and managers more
effective unless they are accompanied by supportive values, structures, and
behavior patterns in the organization and other complementary assets.
Business firms need to change how they do business before they can really reap
the advantages of new information technologies.
Some firms fail to adopt the right business model that suits the new technology, or seek to preserve an old business model that is doomed by new
technology. For instance, recording label companies refused to change their old
business model, which was based on physical music stores for distribution
rather than adopt a new online distribution model. As a result, online legal

FIGURE 1-8

VARIATION IN RETURNS ON INFORMATION TECHNOLOGY
INVESTMENT

Although, on average, investments in information technology produce returns far above those
returned by other investments, there is considerable variation across firms.
Source: Based on Brynjolfsson and Hitt (2000).

Chapter 1 Information Systems in Global Business Today

music sales are dominated not by record companies but by a technology
company called Apple Computer.
Complementary assets are those assets required to derive value from a
primary investment (Teece, 1988). For instance, to realize value from automobiles requires substantial complementary investments in highways, roads,
gasoline stations, repair facilities, and a legal regulatory structure to set
standards and control drivers.
Research on business information technology investment indicates that
firms that support their technology investments with investments in
complementary assets, such as new business models, new business processes,
management behavior, organizational culture, or training, receive superior
returns, whereas those firms failing to make these complementary investments
receive less or no returns on their information technology investments
(Brynjolfsson, 2003; Brynjolfsson and Hitt, 2000; Davern and Kauffman, 2000;
Laudon, 1974). These investments in organization and management are also
known as organizational and management capital.
Table 1-3 lists the major complementary investments that firms need to
make to realize value from their information technology investments. Some
of this investment involves tangible assets, such as buildings, machinery, and
tools. However, the value of investments in information technology depends
to a large extent on complementary investments in management and organization.
Key organizational complementary investments are a supportive business
culture that values efficiency and effectiveness, an appropriate business model,
efficient business processes, decentralization of authority, highly distributed
decision rights, and a strong information system (IS) development team.
Important managerial complementary assets are strong senior management
support for change, incentive systems that monitor and reward individual
innovation, an emphasis on teamwork and collaboration, training programs,
and a management culture that values flexibility and knowledge.

Important social investments (not made by the firm but by the society at
large, other firms, governments, and other key market actors) are the Internet
and the supporting Internet culture, educational systems, network and
computing standards, regulations and laws, and the presence of technology and
service firms.
Throughout the book we emphasize a framework of analysis that considers
technology, management, and organizational assets and their interactions.
Perhaps the single most important theme in the book, reflected in case studies
and exercises, is that managers need to consider the broader organization and
management dimensions of information systems to understand current
problems as well as to derive substantial above-average returns from their
information technology investments. As you will see throughout the text, firms
that can address these related dimensions of the IT investment are, on average,
richly rewarded.

1.3

CONTEMPORARY APPROACHES TO INFORMATION
SYSTEMS

The study of information systems is a multidisciplinary field. No single
theory or perspective dominates. Figure 1-9 illustrates the major disciplines
that contribute problems, issues, and solutions in the study of information
systems. In general, the field can be divided into technical and behavioral
approaches. Information systems are sociotechnical systems. Though they
are composed of machines, devices, and hard physical technology, they
require substantial social, organizational, and intellectual investments to
make them work properly.

FIGURE 1-9

CONTEMPORARY APPROACHES TO INFORMATION SYSTEMS

The study of information systems deals with issues and insights contributed from technical and
behavioral disciplines.

Chapter 1 Information Systems in Global Business Today

TECHNICAL APPROACH
The technical approach to information systems emphasizes mathematically based
models to study information systems, as well as the physical technology and formal capabilities of these systems. The disciplines that contribute to the technical
approach are computer science, management science, and operations research.
Computer science is concerned with establishing theories of computability,
methods of computation, and methods of efficient data storage and access.
Management science emphasizes the development of models for decisionmaking and management practices. Operations research focuses on mathematical techniques for optimizing selected parameters of organizations, such as
transportation, inventory control, and transaction costs.

BEHAVIORAL APPROACH
An important part of the information systems field is concerned with
behavioral issues that arise in the development and long-term maintenance of
information systems. Issues such as strategic business integration, design,
implementation, utilization, and management cannot be explored usefully with
the models used in the technical approach. Other behavioral disciplines
contribute important concepts and methods.
For instance, sociologists study information systems with an eye toward how
groups and organizations shape the development of systems and also how
systems affect individuals, groups, and organizations. Psychologists study
information systems with an interest in how human decision makers perceive
and use formal information. Economists study information systems with an
interest in understanding the production of digital goods, the dynamics of
digital markets, and how new information systems change the control and cost
structures within the firm.
The behavioral approach does not ignore technology. Indeed, information
systems technology is often the stimulus for a behavioral problem or issue.
But the focus of this approach is generally not on technical solutions. Instead, it
concentrates on changes in attitudes, management and organizational policy,
and behavior.

APPROACH OF THIS TEXT: SOCIOTECHNICAL SYSTEMS
Throughout this book you will find a rich story with four main actors: suppliers
of hardware and software (the technologists); business firms making investments and seeking to obtain value from the technology; managers and employees seeking to achieve business value (and other goals); and the contemporary
legal, social, and cultural context (the firms environment). Together these
actors produce what we call management information systems.
The study of management information systems (MIS) arose to focus on
the use of computer-based information systems in business firms and government agencies. MIS combines the work of computer science, management science, and operations research with a practical orientation toward
developing system solutions to real-world problems and managing information technology resources. It is also concerned with behavioral
issues surrounding the development, use, and impact of information systems, which are typically discussed in the fields of sociology, economics, and
psychology.

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Part One Organizations, Management, and the Networked Enterprise

Our experience as academics and practitioners leads us to believe that no
single approach effectively captures the reality of information systems. The
successes and failures of information are rarely all technical or all behavioral.
Our best advice to students is to understand the perspectives of many
disciplines. Indeed, the challenge and excitement of the information systems
field is that it requires an appreciation and tolerance of many different
approaches.
The view we adopt in this book is best characterized as the sociotechnical
view of systems. In this view, optimal organizational performance is
achieved by jointly optimizing both the social and technical systems used in
production.
Adopting a sociotechnical systems perspective helps to avoid a purely
technological approach to information systems. For instance, the fact that
information technology is rapidly declining in cost and growing in power does
not necessarily or easily translate into productivity enhancement or bottomline profits. The fact that a firm has recently installed an enterprise-wide
financial reporting system does not necessarily mean that it will be used, or
used effectively. Likewise, the fact that a firm has recently introduced new
business procedures and processes does not necessarily mean employees will
be more productive in the absence of investments in new information systems
to enable those processes.
In this book, we stress the need to optimize the firms performance as a
whole. Both the technical and behavioral components need attention. This
means that technology must be changed and designed in such a way as to fit
organizational and individual needs. Sometimes, the technology may have to
be de-optimized to accomplish this fit. For instance, mobile phone users
adapt this technology to their personal needs, and as a result manufacturers
quickly seek to adjust the technology to conform with user expectations.
Organizations and individuals must also be changed through training, learning, and planned organizational change to allow the technology to operate
and prosper. Figure 1-10 illustrates this process of mutual adjustment in a
sociotechnical system.

FIGURE 1-10

A SOCIOTECHNICAL PERSPECTIVE ON INFORMATION SYSTEMS

In a sociotechnical perspective, the performance of a system is optimized when both the technology
and the organization mutually adjust to one another until a satisfactory fit is obtained.

Chapter 1 Information Systems in Global Business Today

1.4

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience in analyzing financial
reporting and inventory management problems, using data management
software to improve management decision making about increasing sales, and
using Internet software for developing shipping budgets.

Management Decision Problems
1. Snyders of Hanover, which sells more than 78 million bags of pretzels,
snack chips, and organic snack items each year, had its financial department use spreadsheets and manual processes for much of its data gathering
and reporting. Hanovers financial analyst would spend the entire final
week of every month collecting spreadsheets from the heads of more than
50 departments worldwide. She would then consolidate and re-enter all the
data into another spreadsheet, which would serve as the companys
monthly profit-and-loss statement. If a department needed to update its
data after submitting the spreadsheet to the main office, the analyst had to
return the original spreadsheet and wait for the department to re-submit its
data before finally submitting the updated data in the consolidated
document. Assess the impact of this situation on business performance and
management decision making.
2. Dollar General Corporation operates deep discount stores offering housewares, cleaning supplies, clothing, health and beauty aids, and packaged
food, with most items selling for $1. Its business model calls for keeping
costs as low as possible. Although the company uses information systems
(such as a point-of-sale system to track sales at the register), it deploys
them very sparingly to keep expenditures to the minimum. The company
has no automated method for keeping track of inventory at each store.
Managers know approximately how many cases of a particular product
the store is supposed to receive when a delivery truck arrives, but the
stores lack technology for scanning the cases or verifying the item count
inside the cases. Merchandise losses from theft or other mishaps have
been rising and now represent over 3 percent of total sales. What
decisions have to be made before investing in an information system
solution?

Improving Decision Making: Using Databases to
A n a l y z e S a l e s Tr e n d s
Software skills: Database querying and reporting
Business skills: Sales trend analysis
Effective information systems transform data into meaningful information
for decisions that improve business performance. In MyMISLab, you can find
a Store and Regional Sales Database with raw data on weekly store sales of
computer equipment in various sales regions. A sample is shown below, but
MyMISLab may have a more recent version of this database for this exercise.
The database includes fields for store identification number, sales region
number, item number, item description, unit price, units sold, and the
weekly sales period when the sales were made. Develop some reports and
queries to make this information more useful for running the business. Try
to use the information in the database to support decisions on which products to restock, which stores and sales regions would benefit from additional
marketing and promotional campaigns, which times of the year products

31

32

Part One Organizations, Management, and the Networked Enterprise

should be offered at full price, and which times of the year products should
be discounted. Modify the database table, if necessary, to provide all of the
information you require. Print your reports and results of queries.

Improving Decision Making: Using the Internet to
Locate Jobs Requiring Information Systems Knowledge
Software skills: Internet-based software
Business skills: Job searching
Visit job-posting Web sites such as Monster.com or CareerBuilder.com. Spend
some time at the sites examining jobs for accounting, finance, sales, marketing, and human resources. Find two or three descriptions of jobs that require
some information systems knowledge. What information systems knowledge
do these jobs require? What do you need to do to prepare for these jobs? Write
a one- to two-page report summarizing your findings.

LEARNING TRACK MODULES
The following Learning Tracks provide content relevant to topics covered in
this chapter:
1. How Much Does IT Matter?
2. Information Systems and Your Career
3. The Emerging Mobile Digital Platform

Chapter 1 Information Systems in Global Business Today

Review Summary
1. How are information systems transforming business and what is their relationship to
globalization?
E-mail, online conferencing, and cell phones have become essential tools for conducting business.
Information systems are the foundation of fast-paced supply chains. The Internet allows many
businesses to buy, sell, advertise, and solicit customer feedback online. Organizations are trying to
become more competitive and efficient by digitally enabling their core business processes and
evolving into digital firms. The Internet has stimulated globalization by dramatically reducing the costs
of producing, buying, and selling goods on a global scale. New information system trends include the
emerging mobile digital platform, online software as a service, and cloud computing.
2. Why are information systems so essential for running and managing a business today?
Information systems are a foundation for conducting business today. In many industries, survival
and the ability to achieve strategic business goals are difficult without extensive use of information
technology. Businesses today use information systems to achieve six major objectives: operational
excellence; new products, services, and business models; customer/supplier intimacy; improved
decision making; competitive advantage; and day-to-day survival.
3. What exactly is an information system? How does it work? What are its management,
organization, and technology components?
From a technical perspective, an information system collects, stores, and disseminates information
from an organizations environment and internal operations to support organizational functions and
decision making, communication, coordination, control, analysis, and visualization. Information
systems transform raw data into useful information through three basic activities: input, processing,
and output.
From a business perspective, an information system provides a solution to a problem or challenge
facing a firm and represents a combination of management, organization, and technology elements.
The management dimension of information systems involves issues such as leadership, strategy, and
management behavior. The technology dimension consists of computer hardware, software, data
management technology, and networking/telecommunications technology (including the Internet).
The organization dimension of information systems involves issues such as the organizations
hierarchy, functional specialties, business processes, culture, and political interest groups.
4. What are complementary assets? Why are complementary assets essential for ensuring that
information systems provide genuine value for an organization?
In order to obtain meaningful value from information systems, organizations must support their
technology investments with appropriate complementary investments in organizations and
management. These complementary assets include new business models and business processes,
supportive organizational culture and management behavior, appropriate technology standards,
regulations, and laws. New information technology investments are unlikely to produce high returns
unless businesses make the appropriate managerial and organizational changes to support the
technology.
5. What academic disciplines are used to study information systems? How does each contribute to
an understanding of information systems? What is a sociotechnical systems perspective?
The study of information systems deals with issues and insights contributed from technical and
behavioral disciplines. The disciplines that contribute to the technical approach focusing on formal
models and capabilities of systems are computer science, management science, and operations
research. The disciplines contributing to the behavioral approach focusing on the design, implementation, management, and business impact of systems are psychology, sociology, and economics.
A sociotechnical view of systems considers both technical and social features of systems and solutions
that represent the best fit between them.

Review Questions
1. How are information systems transforming business and what is their relationship to globalization?
Describe how information systems have
changed the way businesses operate and their
products and services.
Identify three major new information system
trends.
Describe the characteristics of a digital firm.
Describe the challenges and opportunities of
globalization in a flattened world.
2. Why are information systems so essential for
running and managing a business today?
List and describe six reasons why information
systems are so important for business today.
3. What exactly is an information system? How does
it work? What are its management, organization,
and technology components?
Define an information system and describe
the activities it performs.
List and describe the organizational, management, and technology dimensions of information systems.
Distinguish between data and information
and between information systems literacy
and computer literacy.

Explain how the Internet and the World Wide
Web are related to the other technology
components of information systems.
4. What are complementary assets? Why are
complementary assets essential for ensuring that
information systems provide genuine value for an
organization?
Define complementary assets and describe
their relationship to information technology.
Describe the complementary social, managerial, and organizational assets required to
optimize returns from information technology investments.
5. What academic disciplines are used to study
information systems? How does each contribute
to an understanding of information systems?
What is a sociotechnical systems perspective?
List and describe each discipline that
contributes to a technical approach to information systems.
List and describe each discipline that contributes to a behavioral approach to
information systems.
Describe the sociotechnical perspective on
information systems.

Chapter 1 Information Systems in Global Business Today

Discussion Questions
1. Information systems are too important to be left
to computer specialists. Do you agree? Why or
why not?
2. If you were setting up the Web site for another
Major League Baseball team, what management,
organization, and technology issues might you
encounter?
3. What are some of the organizational, managerial,
and social complementary assets that help make
UPSs information systems so successful?

35

Video Cases
Video Cases and Instructional Videos illustrating
some of the concepts in this chapter are available.
Contact your instructor to access these videos.

Collaboration and Teamwork: Creating a Web Site for Team Collaboration
Form a team with three or four classmates. Then use
the tools at Google Sites to create a Web site for your
team. You will need to a create a Google account for
the site and specify the collaborators (your team
members) who are allowed to access the site and
make contributions. Specify your professor as the
viewer of the site so that person can evaluate your
work. Assign a name to the site. Select a theme for the

site and make any changes you wish to colors and
fonts. Add features for project announcements and a
repository for team documents, source materials,
illustrations, electronic presentations, and Web pages
of interest. You can add other features if you wish.
Use Google to create a calendar for your team. After
you complete this exercise, you can use this Web site
and calendar for your other team projects.

36

Part One Organizations, Management, and the Networked Enterprise

Whats the Buzz on Smart Grids?
CASE STUDY

T

he existing electricity infrastructure in the
United States is outdated and inefficient.
Energy companies provide power to
consumers, but the grid provides no
information about how the consumers are using that
energy, making it difficult to develop more efficient
approaches to distribution. Also, the current electricity grid offers few ways to handle power provided by
alternative energy sources, which are critical components of most efforts to go green. Enter the smart
grid.
A smart grid delivers electricity from suppliers to
consumers using digital technology to save energy,
reduce costs, and increase reliability and transparency. The smart grid enables information to flow
back and forth between electric power providers and
individual households to allow both consumers and
energy companies to make more intelligent
decisions regarding energy consumption and
production. Information from smart grids would
show utilities when to raise prices when demand is
high and lower them when demand lessens. Smart
grids would also help consumers program high-use
electrical appliances like heating and air conditioning systems to reduce consumption during times of
peak usage. If implemented nationwide, proponents
believe, smart grids would lead to a 5 to 15 percent
decrease in energy consumption. Electricity grids are
sized to meet the maximum electricity need, so a
drop in peak demand would enable utilities to
operate with fewer expensive power plants, thereby
lowering costs and pollution.
Another advantage of smart grids is their ability to
detect sources of power outages more quickly and
precisely at the individual household level. With
such precise information, utilities will be able to
respond to service problems more rapidly and
efficiently.
Managing the information flowing in these smart
grids requires technology: networks and switches for
power management; sensor and monitoring devices
to track energy usage and distribution trends;
systems to provide energy suppliers and consumers
with usage data; communications systems to relay
data along the entire energy supply system; and
systems linked to programmable appliances to run
them when energy is least costly.

If consumers had in-home displays showing how
much energy they are consuming at any moment
and the price of that energy, they are more likely to
curb their consumption to cut costs. Home
thermostats and appliances could adjust on their
own automatically, depending on the cost of power,
and even obtain that power from nontraditional
sources, such as a neighbors rooftop solar panel.
Instead of power flowing from a small number of
power plants, the smart grid will make it possible to
have a distributed energy system. Electricity will
flow from homes and businesses into the grid, and
they will use power from local and faraway sources.
Besides increasing energy efficiency, converting to
smart grids along with other related energy
initiatives could create up to 370,000 jobs.
Thats why pioneering smart grid projects such as
SmartGridCity in Boulder, Colorado, are attracting
attention. SmartGridCity represents a collaboration
by Xcel Energy Inc. and residents of Boulder to test
the viability of smart grids on a smaller scale.
Participants can check their power consumption
levels and costs online, and will soon be able to
program home appliances over the Web. Customers
access this information and set goals and guidelines
for their homes energy usage through a Web portal.
They also have the option of allowing Xcel to
remotely adjust their thermostats during periods of
high demand.
SmartGridCity is also attempting to turn homes
into miniature power plants using solar-powered
battery packs that TiVo electricity, or stash it away
to use at a later time. This serves as backup power
for homes using the packs, but Xcel can also tap into
that power during times of peak energy consumption
to lessen the overall energy load. Xcel will be able to
remotely adjust thermostats and water heaters and
will have much better information about the power
consumption of their consumers.
Bud Peterson, chancellor of the University of
Colorado at Boulder, and his wife Val have worked
with Xcel to turn their home into the prototype
residence for the SmartGridCity project. Their house
was supplied with a six-kilowatt photovoltaic system
on two roofs, four thermostats controlled via the
Web, a plug-in hybrid electric vehicle (PHEV) Ford
Escape, and other high-tech, smart grid-compatible
features. Xcel employees are able to monitor periods

Chapter 1 Information Systems in Global Business Today

of high power consumption and how much energy
the Petersons Escape is using on the road.
A digital dashboard in the Petersons house
displays power usage information in dozens of
different wayslive household consumption and
production, stored backup power, and carbon emission reductions translated into gallons of gasoline
and acres of trees saved each year. The dashboard
also allows the Petersons to program their home
thermostats to adjust the temperature by room, time
of day, and season. Since the project began in the
spring of 2008, the Petersons have been able to
reduce their electricity use by one-third.
Xcel is not alone. Hundreds of technology companies and almost every major electric utility company
see smart grids as the wave of the future.
Heightening interest is $3.4 billion in federal
economic recovery money for smart grid technology.
Duke Energy spent $35 million on smart grid initiatives, installing 80,000 smart meters as part of a
pilot project in Charlotte, North Carolina, to provide
business and residential customers with up-to-theminute information on their energy use, as well as
data on how much their appliances cost to operate.
This helps them save money by curbing usage
during peak times when rates are high or by replacing inefficient appliances. Duke now plans to spend
$1 billion on sensors, intelligent meters, and other
upgrades for a smart grid serving 700,000 customers
in Cincinnati.
Florida Power and Light is budgeting $200 million
for smart meters covering 1 million homes and businesses in the Miami area over the next two years.
Center Point Energy, which services 2.2 million customers in the metropolitan Houston area, is planning
to spend $1 billion over the next five years on a
smart grid. Although residential customers monthly
electric bills will be $3.24 higher, the company says
this amount will be more than offset by energy savings. Pacific Gas &amp; Electric, which distributes power
to Northern and Central California, is in the process
of installing 10 million smart meters by mid-2012.
Google has developed a free Web service called
PowerMeter for tracking energy use online in houses
or businesses as power is consumed. It expects other
companies to build the devices that will supply data
to PowerMeter.
There are a number of challenges facing the
efforts to implement smart grids. Changing the
infrastructure of our electricity grids is a daunting
task. Two-way meters that allow information to flow
both to and from homes need to be installed at any
home or building that uses electric powerin other

37

words, essentially everywhere. Another challenge is
creating an intuitive end-user interface. Some
SmartGridCity participants reported that the dashboard they used to manage their appliances was too
confusing and high-tech. Even Val Peterson admitted
that, at first, managing the information about her
power usage supplied through the Xcel Web portal
was an intimidating process.
The smart grid wont be cheap, with estimated
costs running as high as $75 billion. Meters run $250
to $500 each when they are accompanied by new
utility billing systems. Who is going to pay the bill?
Is the average consumer willing to pay the upfront
costs for a smart grid system and then respond
appropriately to price signals? Will consumers and
utility companies get the promised payback if they
buy into smart grid technology? Might smart
meters be too intrusive? Would consumers really
want to entrust energy companies with regulating
the energy usage inside their homes? Would a highly
computerized grid increase the risk of cyberattacks?
Jack Oliphant, a retiree living north of Houston
in Spring, Texas, believes that the $444 he will pay
Center Point for a smart meter wont justify the
expense. Theres no mystery about how you save
energy, he says. You turn down the air conditioner and shut off some lights. I dont need an
expensive meter to do that. Others have pointed
out other less-expensive methods of reducing
energy consumption. Marcel Hawiger, an attorney
for The Utility Reform Network, a San Francisco
consumer advocacy group, favors expanding
existing air conditioner-cycling programs, where
utilities are able to control air conditioners so they
take turns coming on and off, thereby reducing
demands on the electric system. He believes air
conditioner controllers, which control temperature
settings and compressors to reduce overall energy
costs, provide much of the benefit of smart meters
at a fraction of their cost.
Consumer advocates have vowed to fight smart
grids if they boost rates for customers who are
unable or unwilling to use Web portals and allow
energy companies to control aspects of their
appliances. Advocates also argue that smart grids
represent an Orwellian intrusion of peoples right to
use their appliances as they see fit without disclosing
facts about their usage to others. A proposal by
officials in California to require all new homes to
have remotely adjustable thermostats was soundly
defeated after critics worried about the privacy
implications.

38

Part One Organizations, Management, and the Networked Enterprise

Energy companies stand to lose money as
individuals conserve more electricity, creating a
disincentive for them to cooperate with conservation
efforts like smart grids. Patience will be critical as
energy companies and local communities work to set
up new technologies and pricing plans.
Sources: Rebecca Smith, What Utilities Have Learned from SmartMeter Tests, The Wall Street Journal, February 22, 2010; Smart
Grid: &amp; Reasons Why IT Matters, CIO Insight, March 24, 2010;
Yuliya Chernova, Getting Smart About Smart Meters, The Wall
Street Journal, May 10, 2010; Bob Evans, ITs Dark-Side Potential
Seenin SmartGridCity Project, Information Week,
March 24, 2009; Bob Violino, No More Grid-Lock, Information
Week, November 16, 2009; K.C. Jones, Smart Grids to Get Jolt
from IT, Information Week, March 23, 2009; Rebecca Smith,
Smart Meter, Dumb Idea? The Wall Street Journal, April 27, 2009;
Stephanie Simon, The More Your Know The Wall Street
Journal, February 9, 2009; and Matthew Wald and Miguel Helft,
Google Taking a Step into Power Metering, The New York Times,
February 10, 2009.

CASE STUDY QUESTIONS
1. How do smart grids differ from the current
electricity infrastructure in the United States?
2. What management, organization, and technology
issues should be considered when developing a
smart grid?
3. What challenge to the development of smart grids
do you think is most likely to hamper their
development?
4. What other areas of our infrastructure could
benefit from smart technologies? Describe one
example not listed in the case.
5. Would you like your home and your community to
be part of a smart grid? Why or why not? Explain.

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Chapter 2

Global E-business and
Collaboration
L EARNING OBJECTIVESS

CHAPTER OUTLINE

After reading this chapter, you
will be able to answer the
following questions:

2.1

BUSINESS PROCESSES AND INFORMATION
SYSTEMS
Business Processes
How Information Technology Improves Business
Processes

2.2

TYPES OF INFORMATION SYSTEMS
Systems for Different Management Groups
Systems for Linking the Enterprise
E-business, E-commerce, and E-government

2.3

SYSTEMS FOR COLLABORATION AND
TEAMWORK
What Is Collaboration?
Business Benefits of Collaboration and Teamwork
Building a Collaborative Culture and Business
Processes
Tools and Technologies for Collaboration and
Teamwork

2.4

THE INFORMATION SYSTEMS FUNCTION IN
BUSINESS
The Information Systems Department
Organizing the Information Systems Function

1. What are business processes?
How are they related to information systems?
2. How do systems serve the different
management groups in a business?
3. How do systems that link the
enterprise improve organizational
performance?
4 . Why are systems for collaboration
and teamwork so important and
what technologies do they use?
5. What is the role of the information
systems function in a business?

LEARNING TRACK MODULES
Systems from a Functional Perspective
IT Enables Collaboration and Teamwork
Challenges of Using Business Information Systems
Organizing the Information Systems Function

AMERICAS CUP 2010: USA WINS WITH INFORMATION
TECHNOLOGY

T

he BMW Oracle Racing organization won the 33rd Americas Cup yacht race in
Valencia, Spain on February 18, 2010. The BMW Oracle boat USA, backed by software
billionaire Larry Ellison, beat Alinghi, the Swiss boat backed by Ernesto Bertarelli, a
Swiss billionaire. Its always a spectacle when two billionaires go head to head for the
prize. Lots and lots of money, world-class talent, and in this case, the best technologies and
information systems in the world. In the end, the 114-foot USA won handily the first two races
of a best-of-three series, reaching speeds over 35 miles an hour, three times faster than the
wind. As far as experts can figure, USA is the fastest sailboat in history.
So what kind of technology can you get for a $300 million sailboat? Start with the physical
structure: a three hulled trimaran, 114 feet long, fashioned from carbon fiber shaped into a
form descended from Polynesian outrigger boats over a thousand years old. The hull is so light
it only extends six inches into the water. Forget about a traditional mast (thats the pole that
holds up the sails) and forget about sails too. Think about a 233-foot airplane wing also made
from carbon fiber that sticks up from the boat deck 20 stories high. Instead of cloth sails, think
about a stretchy aeronautical fabric over a carbon fiber frame that is hydraulically controlled
to assume any shape you want, sort of like a stretchy garment hugs the bodys bones. The
result is a wing, not a sail, whose shape can be changed from pretty near flat to quite curved
just like an aircraft wing.
Controlling this wickedly sleek sailboat requires a lightning-fast collection of massive
amounts of data, powerful data management, rapid real-time data analysis, quick decision
making, and immediate measurement of the results. In short, all the information technologies
needed by a modern business firm. When you can perform all these tasks thousands of times
in an hour, you can incrementally improve your performance and have an overwhelming
advantage over less IT-savvy opponents on race day.
For USA, this meant using 250 sensors on the wing, hull, and rudder to gather real-time data
on pressure, angles, loads, and strains to monitor the effectiveness of each adjustment. The
sensors track 4,000 variables, 10 times a second, producing 90 million data points an hour.
Managing all these data is Oracle Database 11g data management software. The data are
wirelessly transferred to a tender ship running Oracle 11g for near real-time analysis using a
family of formulas (called velocity prediction formulas) geared to understanding what makes
the boat go fast. Oracles Application Express presentation graphics summarize the millions of
data points and present the
boat managers with charts that
make sense of the information.
The data are also sent to
Oracles Austin data center for
more in- depth analysis. Using
powerful data analysis tools,
USA managers were able to
find relationships they had
never thought about before.
Over several years of practice,
from day one to the day before
the race, the crew of USA could
chart a steady improvement in
performance.
All this meant sailing had
changed, perhaps been trans41

42

Part One Organizations, Management, and the Networked Enterprise

formed by IT. Each crew member wore a small mobile handheld computer on
his wrist to display data on the key performance variables customized for that
persons responsibilities, such as the load balance on a specific rope or the
current aerodynamic performance of the wing sail. Rather than stare at the sails
or the sea, the crew had to be trained to sail like pilots looking at instruments.
The helmsman turned into a pilot looking at data displayed on his sunglasses
with an occasional glance at the deck crew, sea state, and competitors.
Professional and amateur sailors across the world wondered if the technology
had transformed sailing into something else. The billionaire winner Larry Ellison
sets the rules for the next race, and the blogs are speculating that he will seek a
return to simpler more traditional boats that need to be sailed, not flown like airplanes. Yet few really believe Ellison will give up a key IT advantage in data collection, analysis, presentation, and performance-based decision making.
S ources: Jeff Erickson, Sailing Home with the Prize, Oracle Magazine, May/June 2010;
www.americas cup.com, accessed May 21,2010; and www.bmworacleracing.com, accessed
May 21, 2010.

T

he experience of BMW Oracles USA in the 2010 Americas Cup competition illustrates how much organizations today, even those in traditional
sports such as sailing, rely on information systems to improve their performance and remain competitive. It also shows how much information systems
make a difference in an organizations ability to innovate, execute, and in the
case of business firms, grow profits.
The chapter-opening diagram calls attention to important points raised by
this case and this chapter. The Americas Cup contenders were confronted with
both a challenge and opportunity. Both were locked in the worlds most
competitive sailing race. They staffed their crews with the best sailors in the
world. But sailing ability was not enough. There were opportunities for improving sailing performance by changing and refining the design of the competing
vessels using information systems intensively for this purpose.
Because Oracle is one of the worlds leading information technology
providers, the company was a natural for using the most advanced information
technology to continually improve USAs design and performance. But information technology alone would not have produced a winning boat. The Oracle
team had to revise many of the processes and procedures used in sailing to take
advantage of the technology, including training experienced sailors to work
more like pilots with high-tech instruments and sensors. Oracle won the
Americas Cup because it had learned how to apply new technology to improve
the processes of designing and sailing a competitive sailboat.

Chapter 2 Global E-business and Collaboration

2.1

BUSINESS PROCESSES AND INFORMATION
SYSTEMS

I

n order to operate, businesses must deal with many different pieces of
information about suppliers, customers, employees, invoices and payments, and of course their products and services. They must organize
work activities that use this information to operate efficiently and
enhance the overall performance of the firm. Information systems make it possible for firms to manage all their information, make better decisions, and
improve the execution of their business processes.

BUSINESS PROCESSES
Business processes, which we introduced in Chapter 1, refer to the manner in
which work is organized, coordinated, and focused to produce a valuable product or service. Business processes are the collection of activities required to produce a product or service. These activities are supported by flows of material,
information, and knowledge among the participants in business processes.
Business processes also refer to the unique ways in which organizations coordinate work, information, and knowledge, and the ways in which management
chooses to coordinate work.
To a large extent, the performance of a business firm depends on how well its
business processes are designed and coordinated. A companys business processes
can be a source of competitive strength if they enable the company to innovate or
to execute better than its rivals. Business processes can also be liabilities if they are
based on outdated ways of working that impede organizational responsiveness
and efficiency. The chapter-opening case describing the processes used to sail the
2010 winning Americas Cup boat clearly illustrates these points, as do many of
the other cases in this text.
Every business can be seen as a collection of business processes, some of which
are part of larger encompassing processes. For instance, designing a new sailboat
model, manufacturing components, assembling the finished boat, and revising the
design and construction are all part of the overall production process. Many business processes are tied to a specific functional area. For example, the sales and
marketing function is responsible for identifying customers, and the human
resources function is responsible for hiring employees. Table 2-1 describes some
typical business processes for each of the functional areas of business.
TABLE 2-1 EXAMPLES OF FUNCTIONAL BUSINESS PROCESSES
FUNCTIONAL AREA

Other business processes cross many different functional areas and require
coordination across departments. For instance, consider the seemingly simple
business process of fulfilling a customer order (see Figure 2-1). Initially, the
sales department receives a sales order. The order passes first to accounting to
ensure the customer can pay for the order either by a credit verification or
request for immediate payment prior to shipping. Once the customer credit is
established, the production department pulls the product from inventory or
produces the product. Then the product is shipped (and this may require working with a logistics firm, such as UPS or FedEx). A bill or invoice is generated by
the accounting department, and a notice is sent to the customer indicating that
the product has shipped. The sales department is notified of the shipment and
prepares to support the customer by answering calls or fulfilling warranty
claims.
What at first appears to be a simple process, fulfilling an order, turns out to be
a very complicated series of business processes that require the close coordination of major functional groups in a firm. Moreover, to efficiently perform all
these steps in the order fulfillment process requires a great deal of information.
The required information must flow rapidly both within the firm from one decision maker to another; with business partners, such as delivery firms; and with
the customer. Computer-based information systems make this possible.

HOW INFORMATION TECHNOLOGY IMPROVES
BUSINESS PROCESSES
Exactly how do information systems improve business processes? Information
systems automate many steps in business processes that were formerly performed manually, such as checking a clients credit, or generating an invoice
and shipping order. But today, information technology can do much more. New
technology can actually change the flow of information, making it possible for
many more people to access and share information, replacing sequential steps

FIGURE 2-1

THE ORDER FULFILLMENT PROCESS

Fulfilling a customer order involves a complex set of steps that requires the close coordination of the
sales, accounting, and manufacturing functions.

Chapter 2 Global E-business and Collaboration

with tasks that can be performed simultaneously, and eliminating delays in
decision making. New information technology frequently changes the way a
business works and supports entirely new business models. Downloading a
Kindle e-book from Amazon, buying a computer online at Best Buy, and downloading a music track from iTunes are entirely new business processes based on
new business models that would be inconceivable without todays information
technology.
Thats why its so important to pay close attention to business processes, both
in your information systems course and in your future career. By analyzing
business processes, you can achieve a very clear understanding of how a
business actually works. Moreover, by conducting a business process analysis,
you will also begin to understand how to change the business by improving its
processes to make it more efficient or effective. Throughout this book, we
examine business processes with a view to understanding how they might be
improved by using information technology to achieve greater efficiency,
innovation, and customer service.

2.2

TYPES OF INFORMATION SYSTEMS

Now that you understand business processes, it is time to look more closely at
how information systems support the business processes of a firm. Because
there are different interests, specialties, and levels in an organization, there are
different kinds of systems. No single system can provide all the information an
organization needs.
A typical business organization has systems supporting processes for each of
the major business functionssystems for sales and marketing, manufacturing
and production, finance and accounting, and human resources. You can find
examples of systems for each of these business functions in the Learning Tracks
for this chapter. Functional systems that operate independently of each other
are becoming a thing of the past because they cannot easily share information
to support cross-functional business processes. Many have been replaced with
large-scale cross-functional systems that integrate the activities of related business processes and organizational units. We describe these integrated crossfunctional applications later in this section.
A typical firm also has different systems supporting the decision-making
needs of each of the main management groups we described in Chapter 1.
Operational management, middle management, and senior management each
use systems to support the decisions they must make to run the company. Lets
look at these systems and the types of decisions they support.

SYSTEMS FOR DIFFERENT MANAGEMENT GROUPS
A business firm has systems to support different groups or levels of management. These systems include transaction processing systems, management
information systems, decision-support systems, and systems for business intelligence.

processing systems (TPS) provide this kind of information. A transaction
processing system is a computerized system that performs and records the
daily routine transactions necessary to conduct business, such as sales order
entry, hotel reservations, payroll, employee record keeping, and shipping.
The principal purpose of systems at this level is to answer routine questions
and to track the flow of transactions through the organization. How many parts
are in inventory? What happened to Mr. Smiths payment? To answer these
kinds of questions, information generally must be easily available, current, and
accurate.
At the operational level, tasks, resources, and goals are predefined and highly
structured. The decision to grant credit to a customer, for instance, is made by a
lower-level supervisor according to predefined criteria. All that must be determined is whether the customer meets the criteria.
Figure 2-2 illustrates a TPS for payroll processing. A payroll system keeps
track of money paid to employees. An employee time sheet with the
employees name, social security number, and number of hours worked per
week represents a single transaction for this system. Once this transaction is
input into the system, it updates the systems master file (or databasesee
Chapter 6) that permanently maintains employee information for the organization. The data in the system are combined in different ways to create reports of
interest to management and government agencies and to send paychecks to
employees.
Managers need TPS to monitor the status of internal operations and the
firms relations with the external environment. TPS are also major producers of
information for the other systems and business functions. For example, the
payroll system illustrated in Figure 2-2, along with other accounting TPS,
FIGURE 2-2

A PAYROLL TPS

A TPS for payroll processing captures employee payment transaction data (such as a time card).
System outputs include online and hard-copy reports for management and employee paychecks.

Chapter 2 Global E-business and Collaboration

supplies data to the companys general ledger system, which is responsible for
maintaining records of the firms income and expenses and for producing
reports such as income statements and balance sheets. It also supplies
employee payment history data for insurance, pension, and other benefits calculations to the firms human resources function and employee payment data
to government agencies such as the U.S. Internal Revenue Service and Social
Security Administration.
Transaction processing systems are often so central to a business that TPS
failure for a few hours can lead to a firms demise and perhaps that of other
firms linked to it. Imagine what would happen to UPS if its package tracking
system were not working! What would the airlines do without their computerized reservation systems?

Business Intelligence Systems for Decision Support
Middle management needs systems to help with monitoring, controlling,
decision-making, and administrative activities. The principal question
addressed by such systems is this: Are things working well?
In Chapter 1, we define management information systems as the study of
information systems in business and management. The term management
information systems (MIS) also designates a specific category of information
systems serving middle management. MIS provide middle managers with
reports on the organizations current performance. This information is used to
monitor and control the business and predict future performance.
MIS summarize and report on the companys basic operations using data
supplied by transaction processing systems. The basic transaction data from
TPS are compressed and usually presented in reports that are produced on a
regular schedule. Today, many of these reports are delivered online. Figure 2-3
shows how a typical MIS transforms transaction-level data from order process-

FIGURE 2-3

HOW MANAGEMENT INFORMATION SYSTEMS OBTAIN THEIR DATA
FROM THE ORGANIZATIONS TPS

In the system illustrated by this diagram, three TPS supply summarized transaction data to the MIS
reporting system at the end of the time period. Managers gain access to the organizational data
through the MIS, which provides them with the appropriate reports.

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ing, production, and accounting into MIS files that are used to provide managers with reports. Figure 2-4 shows a sample report from this system.
MIS serve managers primarily interested in weekly, monthly, and yearly
results. These systems typically provide answers to routine questions that have
been specified in advance and have a predefined procedure for answering
them. For instance, MIS reports might list the total pounds of lettuce used this
quarter by a fast-food chain or, as illustrated in Figure 2-4, compare total annual
sales figures for specific products to planned targets. These systems generally
are not flexible and have little analytical capability. Most MIS use simple routines, such as summaries and comparisons, as opposed to sophisticated mathematical models or statistical techniques.
In contrast, decision-support systems (DSS) support more non-routine
decision making. They focus on problems that are unique and rapidly changing, for which the procedure for arriving at a solution may not be fully predefined in advance. They try to answer questions such as these: What would be
the impact on production schedules if we were to double sales in the month of
December? What would happen to our return on investment if a factory schedule were delayed for six months?
Although DSS use internal information from TPS and MIS, they often bring
in information from external sources, such as current stock prices or product
prices of competitors. These systems use a variety of models to analyze the data
and are designed so that users can work with them directly.
An interesting, small, but powerful, DSS is the voyage-estimating system of a
subsidiary of a large American metals company that exists primarily to carry
bulk cargoes of coal, oil, ores, and finished products for its parent company.
The firm owns some vessels, charters others, and bids for shipping contracts in
the open market to carry general cargo. A voyage-estimating system calculates
financial and technical voyage details. Financial calculations include ship/time
costs (fuel, labor, capital), freight rates for various types of cargo, and port
expenses. Technical details include a myriad of factors, such as ship cargo
capacity, speed, port distances, fuel and water consumption, and loading patterns (location of cargo for different ports).

FIGURE 2-4

SAMPLE MIS REPORT

This report, showing summarized annual sales data, was produced by the MIS in Figure 2-3.

Chapter 2 Global E-business and Collaboration

The system can answer questions such as the following: Given a customer
delivery schedule and an offered freight rate, which vessel should be assigned
at what rate to maximize profits? What is the optimal speed at which a particular vessel can maximize its profit and still meet its delivery schedule? What is
the optimal loading pattern for a ship bound for the U.S. West Coast from
Malaysia? Figure 2-5 illustrates the DSS built for this company. The system
operates on a desktop personal computer, providing a system of menus that
makes it easy for users to enter data or obtain information.
The voyage-estimating DSS we have just described draws heavily on models.
Other systems supporting non-routine decision making are more data-driven,
focusing instead on extracting useful information from large quantities of data.
For example, Intrawestthe largest ski operator in North Americacollects and
stores large amounts of customer data from its Web site, call center, lodging
reservations, ski schools, and ski equipment rental stores. It uses special
software to analyze these data to determine the value, revenue potential, and
loyalty of each customer so managers can make better decisions on how to
target their marketing programs. The system segments customers into seven
categories based on needs, attitudes, and behaviors, ranging from passionate
experts to value-minded family vacationers. The company then e-mails video
clips that would appeal to each segment to encourage more visits to its resorts.
All of the management systems we have just described are systems for business intelligence. Business intelligence is a contemporary term for data and
software tools for organizing, analyzing, and providing access to data to help
managers and other enterprise users make more informed decisions. Youll
learn more about business intelligence in Chapters 6 and 12.
Business intelligence applications are not limited to middle managers, and
can be found at all levels of the organization, including systems for senior
management. Senior managers need systems that address strategic issues and
long-term trends, both in the firm and in the external environment. They are

FIGURE 2-5

VOYAGE-ESTIMATING DECISION-SUPPORT SYSTEM

This DSS operates on a powerful PC. It is used daily by managers who must develop bids on shipping
contracts.

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Part One Organizations, Management, and the Networked Enterprise

concerned with questions such as these: What will employment levels be in five
years? What are the long-term industry cost trends, and where does our firm fit
in? What products should we be making in five years? What new acquisitions
would protect us from cyclical business swings?
Executive support systems (ESS) help senior management make these
decisions. They address non-routine decisions requiring judgment, evaluation,
and insight because there is no agreed-on procedure for arriving at a solution.
ESS present graphs and data from many sources through an interface that is
easy for senior managers to use. Often the information is delivered to senior
executives through a portal, which uses a Web interface to present integrated
personalized business content. You will learn more about other applications of
portals in Chapter 11.
ESS are designed to incorporate data about external events, such as new tax
laws or competitors, but they also draw summarized information from internal
MIS and DSS. They filter, compress, and track critical data, displaying the data
of greatest importance to senior managers. Increasingly, such systems include
business intelligence analytics for analyzing trends, forecasting, and drilling
down to data at greater levels of detail.
For example, the CEO of Leiner Health Products, one of the largest manufacturers of private-label vitamins and supplements in the United States, has an
ESS that provides on his desktop a minute-to-minute view of the firms financial
performance as measured by working capital, accounts receivable, accounts
payable, cash flow, and inventory. The information is presented in the form of
a digital dashboard, which displays on a single screen graphs and charts of
key performance indicators for managing a company. Digital dashboards are
becoming an increasingly popular tool for management decision makers.

The Interactive Session on Organizations describes real-world examples of
several types of systems we have just described that are used by a successful
fast-food chain. Note the types of systems illustrated in this case and the role
they play in improving business performance and competitiveness.

SYSTEMS FOR LINKING THE ENTERPRISE
Reviewing all the different types of systems we have just described, you might
wonder how a business can manage all the information in these different
systems. You might also wonder how costly it is to maintain so many different
systems. And you might wonder how all these different systems can share
information and how managers and employees are able to coordinate their
work. In fact, these are all important questions for businesses today.

Enterprise Applications
Getting all the different kinds of systems in a company to work together has
proven a major challenge. Typically, corporations are put together both
through normal organic growth and through acquisition of smaller firms.
Over a period of time, corporations end up with a collection of systems, most
of them older, and face the challenge of getting them all to talk with one
another and work together as one corporate system. There are several
solutions to this problem.
One solution is to implement enterprise applications, which are systems
that span functional areas, focus on executing business processes across the
business firm, and include all levels of management. Enterprise applications
help businesses become more flexible and productive by coordinating their
business processes more closely and integrating groups of processes so they
focus on efficient management of resources and customer service.
There are four major enterprise applications: enterprise systems, supply
chain management systems, customer relationship management systems, and
knowledge management systems. Each of these enterprise applications
integrates a related set of functions and business processes to enhance the
performance of the organization as a whole. Figure 2-6 shows that the architecture for these enterprise applications encompasses processes spanning the
entire organization and, in some cases, extending beyond the organization to
customers, suppliers, and other key business partners.
Enterprise Systems Firms use enterprise systems, also known as enterprise resource planning (ERP) systems, to integrate business processes in
manufacturing and production, finance and accounting, sales and marketing,
and human resources into a single software system. Information that was
previously fragmented in many different systems is stored in a single
comprehensive data repository where it can be used by many different parts
of the business.
For example, when a customer places an order, the order data flow automatically to other parts of the company that are affected by them. The order transaction triggers the warehouse to pick the ordered products and schedule
shipment. The warehouse informs the factory to replenish whatever has been
depleted. The accounting department is notified to send the customer an
invoice. Customer service representatives track the progress of the order
through every step to inform customers about the status of their orders.
Managers are able to use firm-wide information to make more precise and
timely decisions about daily operations and longer-term planning.

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I N T E R A C T I V E S E S S I O N : O R G A N I Z AT I O N S
DOMINOS SIZZLES WITH PIZZA TRACKER
When it comes to pizza, everyone has an opinion.
Some of us think that our current pizza is just fine
the way it is. Others have a favorite pizza joint that
makes it like no one else. And many pizza lovers in
America agreed up until recently that Dominos
home-delivered pizza was among the worst. The
home-delivery market for pizza chains in the United
States is approximately $15 billion per year.
Dominos, which owns the largest home-delivery
market share of any U.S. pizza chain, is finding ways
to innovate by overhauling its in-store transaction
processing systems and by providing other useful
services to customers, such as its Pizza Tracker. And
more important, Dominos is trying very hard to
overcome its reputation for poor quality by radically
improving ingredients and freshness. Critics believe
the company significantly improved the quality of its
pizza and customer service in 2010.
Dominos was founded in 1960 by Tom Monaghan
and his brother James when they purchased a single
pizza store in Ypsilanti, Michigan. The company
slowly began to grow, and by 1978, Dominos had 200
stores. Today, the company is headquartered in Ann
Arbor, Michigan, and operates almost 9,000 stores
located in all 50 U.S. states and across the world in 60
international markets. In 2009, Dominos had $1.5
billion in sales and earned $80 million in profit.
Dominos is part of a heated battle among prominent pizza chains, including Pizza Hut, Papa Johns,
and Little Caesar. Pizza Hut is the only chain larger
than Dominos in the U.S., but each of the four has
significant market share. Dominos also competes
with local pizza stores throughout the U.S. To gain a
competitive advantage Dominos needs to deliver
excellent customer service, and most importantly,
good pizza. But it also benefits from highly effective
information systems.
Dominos proprietary point-of-sale system, Pulse,
is an important asset in maintaining consistent and
efficient management functions in each of its restaurants. A point-of-sale system captures purchase and
payment data at a physical location where goods or
services are bought and sold using computers, automated cash registers, scanners, or other digital
devices.
In 2003, Dominos implemented Pulse in a large
portion of its stores, and those stores reported
improved customer service, reduced mistakes, and

shorter training times. Since then, Pulse has become
a staple of all Dominos franchises. Some of the functions Pulse performs at Dominos franchises are taking and customizing orders using a touch-screen
interface, maintaining sales figures, and compiling
customer information. Dominos prefers not to
disclose the specific dollar amounts that it has saved
from Pulse, but its clear from industry analysts that
the technology is working to cut costs and increase
customer satisfaction.
More recently, Dominos released a new hardware
and software platform called Pulse Evolution, which
is now in use in a majority of Dominos more than
5,000 U.S. branches. Pulse Evolution improves on the
older technology in several ways. First, the older
software used a thick-client model, which required
all machines using the software to be fully equipped
personal computers running Windows. Pulse
Evolution, on the other hand, uses thin-client architecture in which networked workstations with little
independent processing power collect data and send
them over the Internet to powerful Lenovo PCs for
processing. These workstations lack hard drives,
fans, and other moving parts, making them less
expensive and easier to maintain. Also, Pulse
Evolution is easier to update and more secure, since
theres only one machine in the store which needs to
be updated.
Along with Pulse Evolution, Dominos rolled out
its state-of-the-art online ordering system, which
includes Pizza Tracker. The system allows customers
to watch a simulated photographic version of their
pizza as they customize its size, sauces, and toppings.
The image changes with each change a customer
makes. Then, once customers place an order, they
are able to view its progress online with Pizza
Tracker. Pizza Tracker displays a horizontal bar that
tracks an orders progress graphically. As a Dominos
store completes each step of the order fulfillment
process, a section of the bar becomes red. Even
customers that place their orders via telephone can
monitor their progress on the Web using Pizza
Tracker at stores using Pulse Evolution. In 2010,
Dominos introduced an online polling system to
continuously upload information from local stores.
As with most instances of organizational change of
this magnitude, Dominos experienced some resistance. Dominos originally wanted its franchises to

Chapter 2 Global E-business and Collaboration

select Pulse to comply with its requirements for data
security, but some franchises have resisted switching
to Pulse and sought alternative systems. After
Dominos tried to compel those franchises to use
Pulse, the U.S. District Court for Minnesota sided
with franchisees who claimed that Dominos could
not force them to use this system. Now, Dominos
continues to make improvements to Pulse in an
effort to make it overwhelmingly appealing to all
franchisees.
Pizza Hut and Papa Johns also have online ordering capability, but lack the Pizza Tracker and the simulated pizza features that Dominos has successfully
implemented. Today, online orders account for
almost 20 percent of all of Dominos orders, which is
up from less than 15 percent in 2008. But the battle

CASE STUDY QUESTIONS
1 . What kinds of systems are described in this case?
Identify and describe the business processes each
supports. Describe the inputs, processes, and outputs of these systems.
2 . How do these systems help Dominos improve its
business performance?
3 . How did the online pizza ordering system improve
the process of ordering a Dominos pizza?
4. How effective are these systems in giving
Dominos a competitive edge? Explain your
answer.

53

to sell pizza with technology rages on. Pizza Hut customers can now use their iPhones to place orders,
and Papa Johns customers can place orders by texting. With many billions of dollars at stake, all the
large national pizza chains will be developing innovative new ways of ordering pizza and participating in
its creation.
S ources: PRN Newswire, Servant Systems Releases Dominos Store
Polling Software, PRN Newswire, April 14, 2010; Julie Jargon,
Dominos IT Staff Delivers Slick Site, Ordering System, The Wall
Street Journal, November 24, 2009; www.dominosbiz.com, accessed
May 17, 2010; Paul McDougall, Interop: Dominos Eyes Microsoft
Cloud, Information Week, April 26, 2010; Dominos Builds New
Foundation Under Proprietary Store Tech, Nations Restaurant
News, February 25, 2009; and Inside Dominos Pizza Tracker.
What It Does, Why, and How, Nations Restaurant News, February
27, 2008.

MIS IN ACTION
Visit Dominos Web site and examine the order placement and Pizza Tracker features. Then answer the
following questions:
1. What steps does Pizza Tracker display for the
user? How does the Pizza Tracker improve the
customer experience?
2 . Would the Pizza Tracker service influence you to
order pizza from Dominos instead of a competing
chain? Why or why not?
3. What improvements would you make to the order
placement feature?

Supply Chain Management Systems Firms use supply chain management (SCM) systems to
help manage relationships with their suppliers. These systems help suppliers, purchasing firms, distributors, and logistics companies share information about orders, production, inventory levels, and
delivery of products and services so that they can source, produce, and deliver goods and services efficiently. The ultimate objective is to get the right amount of their products from their source to their
point of consumption in the least amount of time and at the lowest cost. These systems increase firm
profitability by lowering the costs of moving and making products and by enabling managers to make
better decisions about how to organize and schedule sourcing, production, and distribution.
Supply chain management systems are one type of interorganizational system because they
automate the flow of information across organizational boundaries. You will find examples of other
types of interorganizational information systems throughout this text because such systems make it
possible for firms to link electronically to customers and to outsource their work to other companies.
Customer Relationship Management Systems Firms use customer relationship management
(CRM) systems to help manage their relationships with their customers. CRM systems provide information to coordinate all of the business processes that deal with customers in sales, marketing, and
service to optimize revenue, customer satisfaction, and customer retention. This information helps
firms identify, attract, and retain the most profitable customers; provide better service to existing customers; and increase sales.

54

Part One Organizations, Management, and the Networked Enterprise
FIGURE 2-6

ENTERPRISE APPLICATION ARCHITECTURE

Enterprise applications automate processes that span multiple business functions and organizational
levels and may extend outside the organization.

Knowledge Management Systems Some firms perform better than others
because they have better knowledge about how to create, produce, and deliver
products and services. This firm knowledge is difficult to imitate, unique, and
can be leveraged into long-term strategic benefits. Knowledge management
systems (KMS) enable organizations to better manage processes for capturing
and applying knowledge and expertise. These systems collect all relevant
knowledge and experience in the firm, and make it available wherever and
whenever it is needed to improve business processes and management
decisions. They also link the firm to external sources of knowledge.
We examine enterprise systems and systems for supply chain management
and customer relationship management in greater detail in Chapter 9. We discuss
collaboration systems that support knowledge management in this chapter and
cover other types of knowledge management applications in Chapter 11.

Intranets and Extranets
Enterprise applications create deep-seated changes in the way the firm
conducts its business, offering many opportunities to integrate important business data into a single system. They are often costly and difficult to implement.
Intranets and extranets deserve mention here as alternative tools for increasing
integration and expediting the flow of information within the firm, and with
customers ad suppliers.
Intranets are simply internal company Web sites that are accessible only by
employees. The term intranet refers to the fact that it is an internal network,
in contrast to the Internet, which is a public network linking organizations and

Chapter 2 Global E-business and Collaboration

other external networks. Intranets use the same technologies and techniques as
the larger Internet, and they often are simply a private access area in a larger
company Web site. Likewise with extranets. Extranets are company Web sites
that are accessible to authorized vendors and suppliers, and often used to
coordinate the movement of supplies to the firms production apparatus.
For example, Six Flags, which operates 19 theme parks throughout North
America, maintains an intranet for its 2,500 full-time employees that provides
company-related news and information on each parks day-to-day operations,
including weather forecasts, performance schedules, and details about groups
and celebrities visiting the parks. The company also uses an extranet to broadcast information about schedule changes and park events to its 30,000 seasonal
employees. We describe the technology for intranets and extranets in more
detail in Chapter 7.

E-BUSINESS, E-COMMERCE, AND E-GOVERNMENT
The systems and technologies we have just described are transforming firms
relationships with customers, employees, suppliers, and logistic partners into
digital relationships using networks and the Internet. So much business is now
enabled by or based upon digital networks that we use the terms electronic
business and electronic commerce frequently throughout this text.
Electronic business, or e-business, refers to the use of digital technology
and the Internet to execute the major business processes in the enterprise.
E-business includes activities for the internal management of the firm and for
coordination with suppliers and other business partners. It also includes
electronic commerce, or e-commerce.
E-commerce is the part of e-business that deals with the buying and selling of
goods and services over the Internet. It also encompasses activities supporting
those market transactions, such as advertising, marketing, customer support,
security, delivery, and payment.
The technologies associated with e-business have also brought about similar
changes in the public sector. Governments on all levels are using Internet
technology to deliver information and services to citizens, employees, and
businesses with which they work. E-government refers to the application of
the Internet and networking technologies to digitally enable government and
public sector agencies relationships with citizens, businesses, and other arms
of government.
In addition to improving delivery of government services, e-government
makes government operations more efficient and also empowers citizens by
giving them easier access to information and the ability to network electronically with other citizens. For example, citizens in some states can renew their
drivers licenses or apply for unemployment benefits online, and the Internet
has become a powerful tool for instantly mobilizing interest groups for political
action and fund-raising.

2.3

SYSTEMS FOR COLLABORATION AND TEAMWORK

With all these systems and information, you might wonder how is it possible to
make sense out of them? How do people working in firms pull it all together,
work towards common goals, and coordinate plans and actions? Information
systems cant make decisions, hire or fire people, sign contracts, agree on deals,

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or adjust the price of goods to the marketplace. In addition to the types of systems we have just described, businesses need special systems to support
collaboration and teamwork.

WHAT IS COLLABORATION?
Collaboration is working with others to achieve shared and explicit goals.
Collaboration focuses on task or mission accomplishment and usually takes
place in a business, or other organization, and between businesses. You collaborate with a colleague in Tokyo having expertise on a topic about which you
know nothing. You collaborate with many colleagues in publishing a company
blog. If youre in a law firm, you collaborate with accountants in an accounting
firm in servicing the needs of a client with tax problems.
Collaboration can be short-lived, lasting a few minutes, or longer term,
depending on the nature of the task and the relationship among participants.
Collaboration can be one-to-one or many-to-many.
Employees may collaborate in informal groups that are not a formal part of
the business firms organizational structure or they may be organized into formal teams. Teams are part of the organizations business structure for getting
things done. Teams have a specific mission that someone in the business
assigned to them. They have a job to complete. The members of the team
need to collaborate on the accomplishment of specific tasks and collectively
achieve the team mission. The team mission might be to win the game, or
increase online sales by 10%, or prevent insulating foam from falling off a
space shuttle. Teams are often short-lived, depending on the problems they
tackle and the length of time needed to find a solution and accomplish the
mission.
Collaboration and teamwork are more important today than ever for a
variety of reasons.
Changing nature of work. The nature of work has changed from factory manufacturing and pre-computer office work where each stage in the production
process occurred independently of one another, and was coordinated by
supervisors. Work was organized into silos. Within a silo, work passed from
one machine tool station to another, from one desktop to another, until the
finished product was completed. Today, the kinds of jobs we have require
much closer coordination and interaction among the parties involved in
producing the service or product. A recent report from the consulting firm
McKinsey and Company argued that 41 percent of the U.S. labor force is now
composed of jobs where interaction (talking, e-mailing, presenting, and
persuading) is the primary value-adding activity. Even in factories, workers
today often work in production groups, or pods.
Growth of professional work. Interaction jobs tend to be professional jobs in
the service sector that require close coordination, and collaboration.
Professional jobs require substantial education, and the sharing of information and opinions to get work done. Each actor on the job brings specialized
expertise to the problem, and all the actors need to take one another into
account in order to accomplish the job.
Changing organization of the firm. For most of the industrial age, managers
organized work in a hierarchical fashion. Orders came down the hierarchy,
and responses moved back up the hierarchy. Today, work is organized into
groups and teams, who are expected to develop their own methods for
accomplishing the task. Senior managers observe and measure results, but
are much less likely to issue detailed orders or operating procedures. In part

Chapter 2 Global E-business and Collaboration

this is because expertise has been pushed down in the organization, as have
decision-making powers.
Changing scope of the firm. The work of the firm has changed from a single
location to multiple locationsoffices or factories throughout a region, a
nation, or even around the globe. For instance, Henry Ford developed the
first mass-production automobile plant at a single Dearborn, Michigan factory. In 2010, Ford expected to produce about 3 million automobiles and
employ over 200,000 employees at 90 plants and facilities worldwide. With
this kind of global presence, the need for close coordination of design, production, marketing, distribution, and service obviously takes on new importance and scale. Large global companies need to have teams working on a
global basis.
Emphasis on innovation. Although we tend to attribute innovations in business and science to great individuals, these great individuals are most likely
working with a team of brilliant colleagues, and all have been preceded by a
long line of earlier innovators and innovations. Think of Bill Gates and Steve
Jobs (founders of Microsoft and Apple), both of whom are highly regarded
innovators, and both of whom built strong collaborative teams to nurture and
support innovation in their firms. Their initial innovations derived from
close collaboration with colleagues and partners. Innovation, in other words,
is a group and social process, and most innovations derive from collaboration
among individuals in a lab, a business, or government agencies. Strong collaborative practices and technologies are believed to increase the rate and
quality of innovation.
Changing culture of work and business. Most research on collaboration
supports the notion that diverse teams produce better outputs, faster, than
individuals working on their own. Popular notions of the crowd
(crowdsourcing, and the wisdom of crowds) also provide cultural support
for collaboration and teamwork.

BUSINESS BENEFITS OF COLLABORATION AND
TEAMWORK
There are many articles and books that have been written about collaboration,
some of them by business executives and consultants, and a great many by academic researchers in a variety of businesses. Nearly all of this research is anecdotal. Nevertheless, among both business and academic communities there is a
general belief that the more a business firm is collaborative, the more successful it will be, and that collaboration within and among firms is more essential than in the past.
A recent global survey of business and information systems managers found
that investments in collaboration technology produced organizational improvements that returned over four times the amount of the investment, with the
greatest benefits for sales, marketing, and research and development functions
(Frost and White, 2009). Another study of the value of collaboration also found
that the overall economic benefit of collaboration was significant: for every
word seen by an employee in e-mails from others, $70 of additional revenue
was generated (Aral, Brynjolfsson, and Van Alstyne, 2007).
Table 2-2 summarizes some of the benefits of collaboration identified by
previous writers and scholars. Figure 2-7 graphically illustrates how collaboration is believed to impact business performance.
While there are many presumed benefits to collaboration, you really need a
supportive business firm culture and the right business processes before you
can achieve meaningful collaboration. You also need a healthy investment in
collaborative technologies. We now examine these requirements.

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TABLE 2-2 BUSINESS BENEFITS OF COLLABORATION
BENEFIT

RATIONALE

Productivity

People working together can complete a complex task faster than the
same number of people working in isolation from one another. There
will be fewer errors.

Quality

People working collaboratively can communicate errors, and correct
actions faster, when they work together than if they work in
isolation. Can lead to a reduction in buffers and time delay among
production units.

Innovation

People working collaboratively in groups can come up with more
innovative ideas for products, services, and administration than the
same number working in isolation from one another.

Customer service

People working together in teams can solve customer complaints and
issues faster and more effectively than if they were working in
isolation from one another.

Financial performance (profitability, As a result of all of the above, collaborative firms have
sales, and sales growth)
superior sales growth and financial performance.

BUILDING A COLLABORATIVE CULTURE AND BUSINESS
PROCESSES
Collaboration wont take place spontaneously in a business firm, especially if
there is no supportive culture or business processes. Business firms, especially
large firms, had in the past a reputation for being command and control

Chapter 2 Global E-business and Collaboration

organizations where the top leaders thought up all the really important matters,
and then ordered lower-level employees to execute senior management plans.
The job of middle management supposedly was to pass messages back and
forth, up and down the hierarchy.
Command and control firms required lower-level employees to carry out
orders without asking too many questions, with no responsibility to improve
processes, and with no rewards for teamwork or team performance. If your
workgroup needed help from another work group, that was something for the
bosses to figure out. You never communicated horizontally, always vertically,
so management could control the process. As long as employees showed up for
work, and performed the job satisfactorily, thats all that was required. Together,
the expectations of management and employees formed a culture, a set of
assumptions about common goals and how people should behave. Many business firms still operate this way.
A collaborative business culture and business processes are very different.
Senior managers are responsible for achieving results but rely on teams of
employees to achieve and implement the results. Policies, products, designs,
processes, and systems are much more dependent on teams at all levels of
the organization to devise, to create, and to build products and services.
Teams are rewarded for their performance, and individuals are rewarded for
their performance in a team. The function of middle managers is to build the
teams, coordinate their work, and monitor their performance. In a collaborative culture, senior management establishes collaboration and teamwork as
vital to the organization, and it actually implements collaboration for the
senior ranks of the business as well.

TOOLS AND TECHNOLOGIES FOR COLLABORATION AND
TEAMWORK
A collaborative, team-oriented culture wont produce benefits if there are no
information systems in place to enable collaboration. Currently there are hundreds of tools designed to deal with the fact that, in order to succeed in our jobs,
we are all dependent on one another, our fellow employees, customers, suppliers, and managers. Table 2-3 lists the most important types of collaboration software tools. Some high-end tools like IBM Lotus Notes are expensive, but powerful enough for global firms. Others are available online for free (or with
premium versions for a modest fee) and are suitable for small businesses. Lets
look more closely at some of these tools.

E-mail and Instant Messaging (IM)
E-mail and instant messaging have been embraced by corporations as a major
communication and collaboration tool supporting interaction jobs. Their software operates on computers, cell phones, and other wireless handheld devices
and includes features for sharing files as well as transmitting messages. Many
instant messaging systems allow users to engage in real-time conversations
with multiple participants simultaneously. Gartner technology consultants
predict that within a few years, instant messaging will be the de facto tool for
voice, video, and text chat for 95 percent of employees in big companies.

Social Networking
Weve all visited social networking sites such as MySpace and Facebook, which
feature tools to help people share their interests and interact. Social networking
tools are quickly becoming a corporate tool for sharing ideas and collaborating
among interaction-based jobs in the firm. Social networking sites such as
Linkedin.com provide networking services to business professionals, while
other niche sites have sprung up to serve lawyers, doctors, engineers, and even
dentists. IBM built a Community Tools component into its Lotus Notes collaboration software to add social networking features. Users are able to submit questions to others in the company and receive answers via instant messaging.

Wikis
Wikis are a type of Web site that makes it easy for users to contribute and edit
text content and graphics without any knowledge of Web page development or
programming techniques. The most well-known wiki is Wikipedia, the largest
collaboratively edited reference project in the world. It relies on volunteers,
makes no money, and accepts no advertising. Wikis are ideal tools for storing
and sharing company knowledge and insights. Enterprise software vendor SAP
AG has a wiki that acts as a base of information for people outside the company,
such as customers and software developers who build programs that interact
with SAP software. In the past, those people asked and sometimes answered
questions in an informal way on SAP online forums, but that was an inefficient
system, with people asking and answering the same questions over and over.
At Intel Corporation, employees built their own internal wiki, and it has
been edited over 100,000 times and viewed more than 27 million times by Intel
employees. The most common search is for the meaning of Intel acronyms
such as EASE for employee access support environment and POR for plan of
record. Other popular resources include a page about software engineering
processes at the company. Wikis are destined to become the major repository
for unstructured corporate knowledge in the next five years in part because
they are so much less costly than formal knowledge management systems and
they can be much more dynamic and current.

V i r t u a l Wo r l d s
Virtual worlds, such as Second Life, are online 3-D environments populated by
residents who have built graphical representations of themselves known as
avatars. Organizations such as IBM and INSEAD, an international business
school with campuses in France and Singapore, are using this virtual world to
house online meetings, training sessions, and lounges. Real-world people represented by avatars meet, interact, and exchange ideas at these virtual locations. Communication takes place in the form of text messages similar to
instant messages.

Chapter 2 Global E-business and Collaboration

Internet-Based Collaboration Environments
There are now suites of software products providing multi-function platforms for
workgroup collaboration among teams of employees who work together from
many different locations. Numerous collaboration tools are available, but the
most widely used are Internet-based audio conferencing and video conferencing
systems, online software services such as Google Apps/Google Sites, and corporate collaboration systems such as Lotus Notes and Microsoft SharePoint.

Virtual Meeting Systems For many businesses, including investment banking, accounting, law, technology services, and management consulting, extensive travel is a fact of life. The expenses incurred by business travel have been
steadily rising in recent years, primarily due to increasing energy costs. In an
effort to reduce travel expenses, many companies, both large and small, are
adopting videoconferencing and Web conferencing technologies.
Companies such as Heinz, General Electric, Pepsico, and Wachovia are using
virtual meeting systems for product briefings, training courses, strategy sessions, and even inspirational chats.
An important feature of leading-edge high-end videoconferencing systems is
telepresence technology, an integrated audio and visual environment that
allows a person to give the appearance of being present at a location other than
his or her true physical location. The Interactive Session on Management
describes telepresence and other technologies for hosting these virtual meetings. You can also find video cases on this topic.
Google Apps/Google Sites One of the most widely used free online services for collaboration is Google Apps/Google Sites. Google Sites allows users to
quickly create online, group-editable Web sites. Google Sites is one part of the
larger Google Apps suite of tools. Google Sites users can design and populate
Web sites in minutes and, without any advanced technical skills, post a variety
of files including calendars, text, spreadsheets, and videos for private, group, or
public viewing and editing.
Google Apps works with Google Sites and includes the typical desktop productivity office software tools (word processing, spreadsheets, presentation,
contact management, messaging, and mail). A Premier edition charging businesses $50 per year for each user offers 25 gigabytes of mail storage, a 99.9-percent uptime guarantee for e-mail, tools to integrate with the firms existing
infrastructure, and 24/7 phone support. Table 2-4 describes some of the capabilities of Google Apps/Google Sites.
TABLE 2-4 GOOGLE APPS/GOOGLE SITES COLLABORATION FEATURES
GOOGLE APPS/GOOGLE SITES CAPABILITY

INTERACTIVE SESSION: MANAGEMENT
VIRTUAL MEETINGS: SMART MANAGEMENT
Instead of taking that 6:30 A.M. plane to make a
round of meetings in Dallas, wouldnt it be great if
you could attend these events without leaving your
desktop? Today you can, thanks to technologies for
videoconferencing and for hosting online meetings
over the Web. A June 2008 report issued by the
Global e-Sustainability Initiative and the Climate
Group estimated that up to 20 percent of business
travel could be replaced by virtual meeting
technology.
A videoconference allows individuals at two or
more locations to communicate simultaneously
through two-way video and audio transmissions. The
critical feature of videoconferencing is the digital
compression of audio and video streams by a device
called a codec. Those streams are then divided into
packets and transmitted over a network or the
Internet. Until recently, the technology was plagued
by poor audio and video performance, and its cost
was prohibitively high for all but the largest and
most powerful corporations. Most companies
deemed videoconferencing a poor substitute for
face-to-face meetings.
However, vast improvements in videoconferencing and associated technologies have renewed interest in this way of working. Videoconferencing is now
growing at an annual rate of 30 percent. Proponents
of the technology claim that it does more than simply reduce costs. It allows for better meetings as
well: its easier to meet with partners, suppliers, subsidiaries, and colleagues from within the office or
around the world on a more frequent basis, which in
most cases simply cannot be reasonably accomplished through travel. You can also meet with contacts that you wouldnt be able to meet at all without
videoconferencing technology.
For example, Rip Curl, a Costa Mesa, California,
producer of surfing equipment, uses videoconferencing to help its designers, marketers, and manufacturers collaborate on new products. Executive recruiting firm Korn/Ferry International uses video
interviews to screen potential candidates before
presenting them to clients.
Todays state-of-the-art videoconferencing systems
display sharp high-definition TV images. The top-ofthe-line videoconferencing technology is known as
telepresence. Telepresence strives to make users feel
as if they are actually present in a location different

from their own. You can sit across a table from a
large screen showing someone who looks quite real
and life-size, but may be in Brussels or Hong Kong.
Only the handshake and exchange of business cards
are missing. Telepresence products provide the highest-quality videoconferencing available on the market to date. Cisco Systems has installed telepresence
systems in more than 500 organizations around the
world. Prices for fully equipped telepresence rooms
can run to $500,000.
Companies able to afford this technology report
large savings. For example, technology consulting
firm Accenture reports that it eliminated expenditures for 240 international trips and 120 domestic
flights in a single month. The ability to reach customers and partners is also dramatically increased.
Other business travelers report tenfold increases in
the number of customers and partners they are able
to reach for a fraction of the previous price per
person. MetLife, which installed Cisco Telepresence
in three dedicated conference rooms in Chicago,
New York, and New Jersey, claims that the technology not only saved time and expense but also
helped the company meet its green environmental
goals of reducing carbon emissions by 20 percent in
2010.
Videoconferencing products have not traditionally
been feasible for small businesses, but another company, LifeSize, has introduced an affordable line of
products as low as $5,000. Overall, the product is
easy to use and will allow many smaller companies
to use a high-quality videoconferencing product.
There are even some free Internet-based options
like Skype videoconferencing and ooVoo. These
products are of lower quality than traditional videoconferencing products, and they are proprietary,
meaning they can only talk to others using that very
same system. Most videoconferencing and telepresence products are able to interact with a variety of
other devices. Higher-end systems include features
like multi-party conferencing, video mail with
unlimited storage, no long-distance fees, and a
detailed call history.
Companies of all sizes are finding Web-based
online meeting tools such as WebEx, Microsoft
Office Live Meeting, and Adobe Acrobat Connect
especially helpful for training and sales presentations. These products enable participants to share

Chapter 2 Global E-business and Collaboration

documents and presentations in conjunction with
audioconferencing and live video via Webcam.
Cornerstone Information Systems, a Bloomington,
Indiana, business software company with 60 employees, cut its travel costs by 60 percent and the average
time to close a new sale by 30 percent by performing
many product demonstrations online.
Before setting up videoconferencing or telepresence, its important for a company to make sure it
really needs the technology to ensure that it will be a
profitable venture. Companies should determine how
their employees conduct meetings, how they communicate and with what technologies, how much
travel they do, and their networks capabilities.
There are still plenty of times when face-to-face
interaction is more desirable, and often traveling to
meet a client is essential for cultivating clients and
closing sales.

CASE STUDY QUESTIONS
1. One consulting firm has predicted that video and
Web conferencing will make business travel
extinct. Do you agree? Why or why not?
2. What is the distinction between videoconferencing
and telepresence?
3. What are the ways in which videoconferencing
provides value to a business? Would you consider
it smart management? Explain your answer.
4. If you were in charge of a small business, would
you choose to implement videoconferencing?
What factors would you consider in your
decision?

63

Videoconferencing figures to have an impact on
the business world in other ways, as well. More
employees may be able to work closer to home and
balance their work and personal lives more efficiently; traditional office environments and corporate headquarters may shrink or disappear; and
freelancers, contractors, and workers from other
countries will become a larger portion of the global
economy.
Sources: Joe Sharkey, Setbacks in the Air Add to Lure of Virtual
Meetings, The New York Times, April 26, 2010; Bob Evans, Pepsi
Picks Cisco for Huge TelePresence Deal, February 2, 2010; Esther
Schein, Telepresence Catching On, But Hold On to Your Wallet,
Computerworld, January 22, 2010; Christopher Musico, Web
Conferencing: Calling Your Conference to Order, Customer
Relationship Management, February 2009; and Brian Nadel, 3
Videoconferencing Services Pick Up Where Your Travel Budget
Leaves Off, Computerworld, January 6, 2009; Johna Till Johnson,
Videoconferencing Hits the Big Times. For Real, Computerworld,
May 28, 2009.

MIS IN ACTION
Explore the WebEx Web site (www.webex.com) and
answer the following questions:
1. List and describe its capabilities for small-medium
and large businesses. How useful is WebEx? How
can it help companies save time and money?
2. Compare WebEx video capabilities with the videoconferencing capabilities described in this case.
3 . Describe the steps you would take to prepare for a
Web conference as opposed to a face-to-face
conference.

Google has developed an additional Web-based platform for real-time collaboration and communication called Google Wave. Waves are equal parts conversation and document, in which any participant of a wave can reply anywhere in the message, edit the content, and add or remove participants at any
point in the process. Users are able to see responses from other participants on
their wave while typing occurs, accelerating the pace of discussion.
For example, Clear Channel Radio in Greensboro, North Carolina, used
Google Wave for an on air and online promotion that required input from sales
people, the sales manager, the station program director, the station promotions
director, the online content coordinator, and the Web manager. Without Google
Wave, these people would have used numerous back and forth e-mails, sent
graphics files to each other for approval, and spent large amounts of time tracking people down by phone. Wave helped them complete the entire project in
just a fraction of time it would normally have taken (Boulton, 2010).

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Microsoft SharePoint Microsoft SharePoint is the most widely adopted collaboration system for small and medium-sized firms that use Microsoft server
and networking products. Some larger firms have adopted it as well. SharePoint
is a browser-based collaboration and document management platform, combined with a powerful search engine that is installed on corporate servers.
SharePoint has a Web-based interface and close integration with everyday
tools such as Microsoft Office desktop software products. Microsofts strategy is
to take advantage of its ownership of the desktop through its Microsoft Office
and Windows products. For Microsoft, the path towards enterprise-wide collaboration starts with the Office desktop and Microsoft network servers.
SharePoint software makes it possible for employees to share their Office documents and collaborate on projects using Office documents as the foundation.
SharePoint products and technologies provide a platform for Web-based
collaboration at the enterprise level. SharePoint can be used to host Web sites
that organize and store information in one central location to enable teams to
coordinate work activities, collaborate on and publish documents, maintain
task lists, implement workflows, and share information via wikis, blogs, and
Twitter-style status updates. Because SharePoint stores and organizes information in one place, users can find relevant information quickly and efficiently
while working together closely on tasks, projects, and documents.
Here is a list of SharePoints major capabilities:
Provides a single workspace for teams to coordinate schedules, organize
documents, and participate in discussions, within the organization or over an
extranet.
Facilitates creation and management of documents with the ability to control
versions, view past revisions, enforce document-specific security, and maintain document libraries.
Provides announcements, alerts, and discussion boards to inform users when
actions are required or changes are made to existing documentation or
information.
Supports personalized content and both personal and public views of
documents and applications.
Provides templates for blogs and wikis to help teams share information and
brainstorm.
Provides tools to manage document libraries, lists, calendars, tasks, and
discussion boards offline, and to synchronize changes when reconnected to
the network.
Provides enterprise search tools for locating people, expertise, and content.

Sony Electronics, a leading provider of consumer and professional electronics products with more 170,000 employees around the world, uses Microsoft
Office SharePoint Server 2010 to improve information access, enhance collaboration, and make better use of experts inside the company. Sony uses
SharePoints wiki tools to capture and organize employees insights and comments into a company-wide body of knowledge, and its people search feature to
identify employees with expertise about specific projects and research areas.
The company also used SharePoint to create a central file-sharing repository.
This helps employees collaboratively write, edit, and exchange documents and
eliminates the need to e-mail documents back and forth. All of these improvements have cut development time on key projects from three to six months to
three to six weeks. (Microsoft, 2010).

Chapter 2 Global E-business and Collaboration

Lotus Notes For very large firms (Fortune 1000 and Russell 2000 firms), the
most widely used collaboration tool is IBMs Lotus Notes. Lotus Notes was an
early example of groupware, a collaborative software system with capabilities
for sharing calendars, collective writing and editing, shared database access,
and electronic meetings, with each participant able to see and display information from others and other activities. Notes is now Web-enabled with enhancements for social networking (Lotus Connections) and a scripting and application development environment so that users can build custom applications to
suit their unique needs.
IBM Software Group defines Lotus Notes as an integrated desktop client
option for accessing business e-mail, calendars, and applications on an IBM
Lotus Domino server. The Notes software installed on the users client computer allows the machine to be used as a platform for e-mail, instant messaging
(working with Lotus Sametime), Web browsing, and calendar/resource reservation work, as well as for interacting with collaborative applications. Today,
Notes also provides blogs, wikis, RSS aggregators, CRM, and help desk systems.
Thousands of employees at hundreds of large firms such as Toshiba, Air
France, and Global Hyatt Corporation use IBM Lotus Notes as their primary collaboration and teamwork tools. Firmwide installations of Lotus Notes at a large
Fortune 1000 firm may cost millions of dollars a year and require extensive support from the corporate information systems department. Although online
tools like the Google collaboration services described earlier do not require
installation on corporate servers or much support from the corporate IS staff,
they are not as powerful as those found in Lotus Notes. It is unclear whether
they could scale to the size of a global firm (at least for now). Very large firms
adopt IBM Lotus Notes because Notes promises higher levels of security and
reliability, and the ability to retain control over sensitive corporate information.
For example, EuroChem, the largest agrochemical company in Russia and
one of Europes top three fertilizer producers, used Lotus Notes to create a single standard platform for collaboration and document management. The software facilitates cooperation and collaboration among geographically dispersed
regional production centers and provides a secure automated platform for document exchange. With Lotus Notes, EuroChem is able to register and control all
documents, to establish routing paths for document approval, and to maintain a
full history of all movements and changes. Security features allow the company
to create a personalized work environment for each user and to prevent unauthorized users from accessing sensitive information (IBM, 2009).
Large firms in general do not feel secure using popular online software
services for strategic applications because of the implicit security concerns.
However, most experts believe that these concerns will diminish as experience
with online tools grows, and the sophistication of online software service
suppliers increases to protect security and reduce vulnerability. Table 2-5
describes additional online collaboration tools.

Checklist for Managers: Evaluating and Selecting
C o l l a b o r a t i o n S o f t w a r e To o l s
With so many collaboration tools and services available, how do you choose the
right collaboration technology for your firm? To answer this question, you need
a framework for understanding just what problems these tools are designed to
solve. One framework that has been helpful for us to talk about collaboration
tools is the time/space collaboration matrix developed in the early 1990s by a
number of collaborative work scholars (Figure 2-8).

Socialtext's enterprise social
networking products-including microblogging, blogs,
wikis, profiles and social
spreadsheets-enable employees to share vital information and work together in
real-time. Built on a flexible, Web-oriented architecture, Socialtext integrates
with virtually any traditional
system of record, such as
CRM and ERP enabling
,
companies to discuss, collaborate, and take action on
key business processes.

Chapter 2 Global E-business and Collaboration
FIGURE 2-8

THE TIME/SPACE COLLABORATION TOOL MATRIX

Collaboration technologies can be classified in terms of whether they support interactions at the same
or different time or place, and whether these interactions are remote or co-located.

The time/space matrix focuses on two dimensions of the collaboration problem: time and space. For instance, you need to collaborate with people in different time zones and you cannot all meet at the same time. Midnight in New
York is noon in Bombay, so this makes it difficult to have a video-conference
(the people in New York are too tired). Time is clearly an obstacle to collaboration on a global scale.
Place (location) also inhibits collaboration in large global or even national
and regional firms. Assembling people for a physical meeting is made difficult
by the physical dispersion of distributed firms (firms with more than one location), the cost of travel, and the time limitations of managers.
The collaboration technologies we have just described are ways of overcoming the limitations of time and space. Using this time/space framework will
help you to choose the most appropriate collaboration and teamwork tools for
your firm. Note that some tools are applicable in more than one time/place scenario. For example, Internet collaboration suites such as Lotus Notes have capabilities for both synchronous (instant messaging, electronic meeting tools) and
asynchronous (e-mail, wikis, document editing) interactions.
Heres a to-do list to get started. If you follow these six steps, you should be
led to investing in the correct collaboration software for your firm at a price you
can afford, and within your risk tolerance.
1. What are the collaboration challenges facing the firm in terms of time and
space? Locate your firm in the time/space matrix. Your firm can occupy more
than one cell in the matrix. Different collaboration tools will be needed for each
situation.
2. Within each cell of the matrix where your firm faces challenges, exactly what
kinds of solutions are available? Make a list of vendor products.
3. Analyze each of the products in terms of their cost and benefits to your firm.
Be sure to include the costs of training in your cost estimates, and the costs of
involving the information systems department if needed.

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4. Identify the risks to security and vulnerability involved with each of the products. Is your firm willing to put proprietary information into the hands of external service providers over the Internet? Is your firm willing to risk its important
operations to systems controlled by other firms? What are the financial risks
facing your vendors? Will they be here in three to five years? What would be the
cost of making a switch to another vendor in the event the vendor firm fails?
5. Seek the help of potential users to identify implementation and training issues.
Some of these tools are easier to use than others.
6. Make your selection of candidate tools, and invite the vendors to make presentations.

2.4

THE INFORMATION SYSTEMS FUNCTION IN
BUSINESS

Weve seen that businesses need information systems to operate today and that
they use many different kinds of systems. But who is responsible for running
these systems? Who is responsible for making sure the hardware, software, and
other technologies used by these systems are running properly and are up to
date? End users manage their systems from a business standpoint, but managing the technology requires a special information systems function.
In all but the smallest of firms, the information systems department is the
formal organizational unit responsible for information technology services. The
information systems department is responsible for maintaining the hardware,
software, data storage, and networks that comprise the firms IT infrastructure.
We describe IT infrastructure in detail in Chapter 5.

THE INFORMATION SYSTEMS DEPARTMENT
The information systems department consists of specialists, such as programmers, systems analysts, project leaders, and information systems managers.
Programmers are highly trained technical specialists who write the software
instructions for computers. Systems analysts constitute the principal liaisons
between the information systems groups and the rest of the organization. It is
the systems analysts job to translate business problems and requirements into
information requirements and systems. Information systems managers are
leaders of teams of programmers and analysts, project managers, physical facility managers, telecommunications managers, or database specialists. They are
also managers of computer operations and data entry staff. Also, external
specialists, such as hardware vendors and manufacturers, software firms, and
consultants, frequently participate in the day-to-day operations and long-term
planning of information systems.
In many companies, the information systems department is headed by a
chief information officer (CIO). The CIO is a senior manager who oversees
the use of information technology in the firm. Todays CIOs are expected to
have a strong business background as well as information systems expertise
and to play a leadership role in integrating technology into the firms business
strategy. Large firms today also have positions for a chief security officer, chief
knowledge officer, and chief privacy officer, all of whom work closely with the
CIO.
The chief security officer (CSO) is in charge of information systems security for the firm and is responsible for enforcing the firms information security

Chapter 2 Global E-business and Collaboration

policy (see Chapter 8). (Sometimes this position is called the chief information
security officer [CISO] where information systems security is separated from
physical security.) The CSO is responsible for educating and training users and
information systems specialists about security, keeping management aware of
security threats and breakdowns, and maintaining the tools and policies chosen
to implement security.
Information systems security and the need to safeguard personal data have
become so important that corporations collecting vast quantities of personal
data have established positions for a chief privacy officer (CPO). The CPO is
responsible for ensuring that the company complies with existing data privacy
laws.
The chief knowledge officer (CKO) is responsible for the firms knowledge management program. The CKO helps design programs and systems to
find new sources of knowledge or to make better use of existing knowledge in
organizational and management processes.
End users are representatives of departments outside of the information
systems group for whom applications are developed. These users are playing
an increasingly large role in the design and development of information systems.
In the early years of computing, the information systems group was composed mostly of programmers who performed highly specialized but limited
technical functions. Today, a growing proportion of staff members are systems
analysts and network specialists, with the information systems department acting as a powerful change agent in the organization. The information systems
department suggests new business strategies and new information-based products and services, and coordinates both the development of the technology and
the planned changes in the organization.

ORGANIZING THE INFORMATION SYSTEMS FUNCTION
There are many types of business firms, and there are many ways in which the
IT function is organized within the firm. A very small company will not have a
formal information systems group. It might have one employee who is responsible for keeping its networks and applications running, or it might use consultants for these services. Larger companies will have a separate information systems department, which may be organized along several different lines,
depending on the nature and interests of the firm. Our Learning Track
describes alternative ways of organizing the information systems function
within the business.
The question of how the information systems department should be organized is part of the larger issue of IT governance. IT governance includes the
strategy and policies for using information technology within an organization.
It specifies the decision rights and framework for accountability to ensure that
the use of information technology supports the organizations strategies and
objectives. How much should the information systems function be centralized?
What decisions must be made to ensure effective management and use of information technology, including the return on IT investments? Who should make
these decisions? How will these decisions be made and monitored? Firms with
superior IT governance will have clearly thought out the answers (Weill and
Ross, 2004).

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2.5

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience analyzing opportunities to improve business processes with new information system applications,
using a spreadsheet to improve decision making about suppliers, and using
Internet software to plan efficient transportation routes.

Management Decision Problems
1. Dons Lumber Company on the Hudson River is one of the oldest retail lumberyards in New York State. It features a large selection of materials for flooring, decks, moldings, windows, siding, and roofing. The prices of lumber and
other building materials are constantly changing. When a customer inquires
about the price on pre-finished wood flooring, sales representatives consult a
manual price sheet and then call the supplier for the most recent price. The
supplier in turn uses a manual price sheet, which has been updated each day.
Often the supplier must call back Dons sales reps because the company does
not have the newest pricing information immediately on hand. Assess the
business impact of this situation, describe how this process could be improved
with information technology, and identify the decisions that would have to be
made to implement a solution. Who would make those decisions?
2. Henrys Hardware is a small family business in Sacramento, California.
The owners must use every square foot of store space as profitably as possible. They have never kept detailed inventory or sales records. As soon as a
shipment of goods arrives, the items are immediately placed on store shelves.
Invoices from suppliers are only kept for tax purposes. When an item is sold,
the item number and price are rung up at the cash register. The owners use
their own judgment in identifying items that need to be reordered. What is
the business impact of this situation? How could information systems help the
owners run their business? What data should these systems capture? What
decisions could the systems improve?

Improving Decision Making: Using a Spreadsheet to
Select Suppliers
Software skills: Spreadsheet date functions, data filtering, DAVERAGE function
Business skills: Analyzing supplier performance and pricing
In this exercise, you will learn how to use spreadsheet software to improve
management decisions about selecting suppliers. You will start with raw transactional data about suppliers organized as a large spreadsheet list. You will use
the spreadsheet software to filter the data based on several different criteria to
select the best suppliers for your company.
You run a company that manufactures aircraft components. You have
many competitors who are trying to offer lower prices and better service to
customers, and you are trying to determine whether you can benefit from
better supply chain management. In myMISlab, you will find a spreadsheet
file that contains a list of all of the items that your firm has ordered from its
suppliers during the past three months. A sample is shown below, but the
Web site may have a more recent version of this spreadsheet for this
exercise. The fields in the spreadsheet file include vendor name, vendor
identification number, purchasers order number, item identification
number and item description (for each item ordered from the vendor), cost
per item, number of units of the item ordered (quantity), total cost of each

Chapter 2 Global E-business and Collaboration

order, vendors accounts payable terms, order date, and actual arrival date
for each order.
Prepare a recommendation of how you can use the data in this spreadsheet
database to improve your decisions about selecting suppliers. Some criteria to
consider for identifying preferred suppliers include the suppliers track record
for on-time deliveries, suppliers offering the best accounts payable terms, and
suppliers offering lower pricing when the same item can be provided by multiple suppliers. Use your spreadsheet software to prepare reports to support your
recommendations.

Achieving Operational Excellence: Using Internet
S o f t w a r e t o P l a n E f f i c i e n t Tr a n s p o r t a t i o n Ro u t e s
In this exercise, you will use the same online software tool that businesses
use to map out their transportation routes and select the most efficient route.
The MapQuest (www.mapquest.com) Web site includes interactive capabilities for planning a trip. The software on this Web site can calculate the
distance between two points and provide itemized driving directions to any
location.
You have just started working as a dispatcher for Cross-Country Transport, a
new trucking and delivery service based in Cleveland, Ohio. Your first assignment is to plan a delivery of office equipment and furniture from Elkhart,
Indiana (at the corner of E. Indiana Ave. and Prairie Street) to Hagerstown,
Maryland (corner of Eastern Blvd. N. and Potomac Ave.). To guide your trucker,
you need to know the most efficient route between the two cities. Use
MapQuest to find the route that is the shortest distance between the two cities.
Use MapQuest again to find the route that takes the least time. Compare the
results. Which route should Cross-Country use?

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Part One Organizations, Management, and the Networked Enterprise

LEARNING TRACK MODULES
The following Learning Tracks provide content relevant to topics covered in
this chapter:
1. Systems from a Functional Perspective
2. IT Enables Collaboration and Teamwork
3. Challenges of Using Business Information Systems
4. Organizing the Information Systems Function

Review Summary
1. What are business processes? How are they related to information systems?
A business process is a logically related set of activities that defines how specific business tasks are
performed, and it represents a unique way in which an organization coordinates work, information,
and knowledge. Managers need to pay attention to business processes because they determine how
well the organization can execute its business, and they may be a source of strategic advantage.
There are business processes specific to each of the major business functions, but many business
processes are cross-functional. Information systems automate parts of business processes, and they
can help organizations redesign and streamline these processes.
2. How do systems serve the different management groups in a business?
Systems serving operational management are transaction processing systems (TPS), such as payroll or order processing, that track the flow of the daily routine transactions necessary to conduct
business. Management information systems (MIS) produce reports serving middle management by
condensing information from TPS, and these are not highly analytical. Decision-support systems
(DSS) support management decisions that are unique and rapidly changing using advanced analytical models. All of these types of systems provide business intelligence that helps managers and
enterprise employees make more informed decisions. These systems for business intelligence serve
multiple levels of management, and include executive support systems (ESS) for senior management
that provide data in the form of graphs, charts, and dashboards delivered via portals using many
sources of internal and external information.
3. How do systems that link the enterprise improve organizational performance?
Enterprise applications are designed to coordinate multiple functions and business processes.
Enterprise systems integrate the key internal business processes of a firm into a single software system to improve coordination and decision making. Supply chain management systems help the firm
manage its relationship with suppliers to optimize the planning, sourcing, manufacturing, and delivery of products and services. Customer relationship management (CRM) systems coordinate the
business processes surrounding the firms customers. Knowledge management systems enable firms
to optimize the creation, sharing, and distribution of knowledge. Intranets and extranets are private
corporate networks based on Internet technology that assemble information from disparate systems.
Extranets make portions of private corporate intranets available to outsiders.
4. Why are systems for collaboration and teamwork so important and what technologies do they use?
Collaboration is working with others to achieve shared and explicit goals. Collaboration and teamwork have become increasingly important in business because of globalization, the decentralization
of decision making, and growth in jobs where interaction is the primary value-adding activity.
Collaboration is believed to enhance innovation, productivity, quality, and customer service.
Effective collaboration today requires a supportive organizational culture as well as information

Chapter 2 Global E-business and Collaboration

73

systems and tools for collaborative work. Collaboration tools include e-mail and instant messaging,
wikis, videoconferencing systems, virtual worlds, social networking systems, cell phones, and Internet
collaboration platforms such as Google Apps/Sites, Microsoft SharePoint, and Lotus Notes.
5. What is the role of the information systems function in a business?
The information systems department is the formal organizational unit responsible for information
technology services. It is responsible for maintaining the hardware, software, data storage, and
networks that comprise the firms IT infrastructure. The department consists of specialists, such as
programmers, systems analysts, project leaders, and information systems managers, and is often
headed by a CIO.

Review Questions
1. What are business processes? How are they related
to information systems?
Define business processes and describe the
role they play in organizations.
Describe the relationship between information systems and business processes.
2. How do systems serve the various levels of management in a business?
Describe the characteristics of transaction
processing systems (TPS) and the roles they
play in a business.
Describe the characteristics of management
information systems (MIS) and explain how
MIS differ from TPS and from DSS.
Describe the characteristics of decision-support systems (DSS) and how they benefit
businesses.

Describe the characteristics of executive support systems (ESS) and explain how these systems differ from DSS.

3. How do systems that link the enterprise improve
organizational performance?
Explain how enterprise applications improve
organizational performance.
Define enterprise systems, supply chain
management systems, customer relationship
management systems, and knowledge management systems and describe their business
benefits.
Explain how intranets and extranets help
firms integrate information and business
processes.
4. Why are systems for collaboration and teamwork
so important and what technologies do they use?

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Part One Organizations, Management, and the Networked Enterprise

Define collaboration and teamwork and
explain why they have become so important
in business today.
List and describe the business benefits of
collaboration.
Describe a supportive organizational culture
and business processes for collaboration.
List and describe the various types of collaboration and communication systems.

5. What is the role of the information systems
function in a business?
Describe how the information systems function supports a business.
Compare the roles played by programmers,
systems analysts, information systems managers, the chief information officer (CIO),
chief security officer (CSO), and chief knowledge officer (CKO).

Discussion Questions
1. How could information systems be used to support the order fulfillment process illustrated in
Figure 2-1? What are the most important pieces of
information these systems should capture?
Explain your answer.
2. Identify the steps that are performed in the
process of selecting and checking out a book from
your college library and the information that
flows among these activities. Diagram the

process. Are there any ways this process could be
improved to improve the performance of your
library or your school? Diagram the improved
process.
3. How might the BMW Oracle team have used collaboration systems to improve the design and performance of the Americas Cup sailboat USA?
Which system features would be the most important for these tasks?

Video Cases
Video Cases and Instructional Videos illustrating
some of the concepts in this chapter are available.
Contact your instructor to access these videos.

Collaboration and Teamwork: Describing Management Decisions and
Systems
With a team of three or four other students, find a
description of a manager in a corporation in
BusinessWeek, Fortune, The Wall Street Journal, or
another business publication or do your research on
the Web. Gather information about what the managers company does and the role he or she plays in
the company. Identify the organizational level and
business function where this manager works. Make a
list of the kinds of decisions this manager has to make

and the kind of information the manager would need
for those decisions. Suggest how information systems
could supply this information. If possible, use Google
Sites to post links to Web pages, team communication
announcements, and work assignments. Try to use
Google Docs to develop a presentation of your findings for the class.

Chapter 2 Global E-Business and Collaboration

75

Collaboration and Innovation at Procter &amp; Gamble
CASE STUDY

L

ook in your medicine cabinet. No matter
where you live in the world, odds are that
youll find many Procter &amp; Gamble products
that you use every day. P&amp;G is the largest
manufacturer of consumer products in the world,
and one of the top 10 largest companies in the world
by market capitalization. The company is known for
its successful brands, as well as its ability to develop
new brands and maintain its brands popularity with
unique business innovations. Popular P&amp;G brands
include Pampers, Tide, Bounty, Folgers, Pringles,
Charmin, Swiffer, Crest, and many more. The company has approximately 140,000 employees in more
than 80 countries, and its leading competitor is
Britain-based Unilever. Founded in 1837 and headquartered in Cincinnati, Ohio, P&amp;G has been a mainstay in the American business landscape for well
over 150 years. In 2009, it had $79 billion in revenue
and earned a $13.2 billion profit.
P&amp;Gs business operations are divided into three
main units: Beauty Care, Household Care, and
Health and Well-Being, each of which are further
subdivided into more specific units. In each of these
divisions, P&amp;G has three main focuses as a business.
It needs to maintain the popularity of its existing
brands, via advertising and marketing; it must extend
its brands to related products by developing new
products under those brands; and it must innovate
and create new brands entirely from scratch.
Because so much of P&amp;Gs business is built around
brand creation and management, its critical that the
company facilitate collaboration between
researchers, marketers, and managers. And because
P&amp;G is such a big company, and makes such a wide
array of products, achieving these goals is a daunting
task.
P&amp;G spends 3.4 percent of revenue on innovation,
which is more than twice the industry average of 1.6
percent. Its research and development teams consist
of 8,000 scientists spread across 30 sites globally.
Though the company has an 80 percent hit rate on
ideas that lead to products, making truly innovative
and groundbreaking new products is very difficult in
an extremely competitive field like consumer products. Whats more, the creativity of bigger companies
like P&amp;G has been on the decline, with the top consumer goods companies accounting for only 5 per-

cent of patents filed on home care products in the
early 2000s.
Finding better ways to innovate and develop new
ideas is critical in a marketplace like consumer
goods, and for any company as large as P&amp;G, finding
methods of collaboration that are effective across the
enterprise can be difficult. Thats why P&amp;G has been
active in implementing information systems that foster effective collaboration and innovation. The social
networking and collaborative tools popularized by
Web 2.0 have been especially attractive to P&amp;G management, starting at the top with former CEO A.G.
Lafley. Lafley was succeeded by Robert McDonald in
2010, but has been a major force in revitalizing the
company.
When Lafley became P&amp;Gs CEO in 2000, he
immediately asserted that by the end of the decade,
the company would generate half of its new product
ideas using sources from outside the company, both
as a way to develop groundbreaking innovations
more quickly and to reduce research and development costs. At the time, Lafleys proclamation was
considered to be visionary, but in the past 10 years,
P&amp;G has made good on his promise.
The first order of business for P&amp;G was to develop
alternatives to business practices that were not sufficiently collaborative. The biggest culprit, says Joe
Schueller, Innovation Manager for P&amp;Gs Global
Business Services division, was perhaps an unlikely
one: e-mail. Though its ostensibly a tool for communication, e-mail is not a sufficiently collaborative way
to share information; senders control the flow of
information, but may fail to send mail to colleagues
who most need to see it, and colleagues that dont
need to see certain e-mails will receive mailings long
after theyve lost interest. Blogs and other collaborative tools, on the other hand, are open to anyone
interested in their content, and attract comments
from interested users.
However, getting P&amp;G employees to actually use
these newer products in place of e-mail has been a
struggle for Schueller. Employees have resisted the
changes, insisting that newer collaborative tools
represent more work on top of e-mail, as opposed to
a better alternative. People are accustomed to e-mail,
and theres significant organizational inertia against
switching to a new way of doing things. Some P&amp;G

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Part One Organizations, Management, and the Networked Enterprise

processes for sharing knowledge were notoriously
inefficient. For instance, some researchers used to
write up their experiments using Microsoft Office
applications, then print them out and glue them page
by page into notebooks. P&amp;G was determined to
implement more efficient and collaborative methods
of communication to supplant some of these outdated processes.
To that end, P&amp;G launched a total overhaul of its
collaboration systems, led by a suite of Microsoft
products. The services provided include unified communications (which integrates services for voice
transmission, data transmission, instant messaging,
e-mail, and electronic conferencing), Microsoft Live
Communications Server functionality, Web conferencing with Live Meeting, and content management
with SharePoint. According to P&amp;G, over 80,000
employees use instant messaging, and 20,000 use
Microsoft Outlook, which provides tools for e-mail,
calendaring, task management, contact management, note taking, and Web browsing. Outlook works
with Microsoft Office SharePoint Server to support
multiple users with shared mailboxes and calendars,
SharePoint lists, and meeting schedules.
The presence of these tools suggests more collaborative approaches are taking hold. Researchers use
the tools to share the data theyve collected on various brands; marketers can more effectively access
the data they need to create more highly targeted ad
campaigns; and managers are more easily able to
find the people and data they need to make critical
business decisions.
Companies like P&amp;G are finding that one vendor
simply isnt enough to satisfy their diverse needs.
That introduces a new challenges: managing information and applications across multiple platforms.
For example, P&amp;G found that Google search was
inadequate because it doesnt always link information from within the company, and its reliance on
keywords for its searches isnt ideal for all of the topics for which employees might search. P&amp;G decided
to implement a new search product from start-up
Connectbeam, which allows employees to share
bookmarks and tag content with descriptive words
that appear in future searches, and facilitates social
networks of coworkers to help them find and share
information more effectively.
The results of the initiative have been immediate.
For example, when P&amp;G executives traveled to meet
with regional managers, there was no way to integrate all the reports and discussions into a single document. One executive glued the results of experiments into Word documents and passed them out at

a conference. Another executive manually entered
his data and speech into PowerPoint slides, and then
e-mailed the file to his colleagues. One result was
that the same file ended up in countless individual
mailboxes. Now, P&amp;Gs IT department can create a
Microsoft SharePoint page where that executive can
post all of his presentations. Using SharePoint, the
presentations are stored in a single location, but are
still accessible to employees and colleagues in other
parts of the company. Another collaborative tool,
InnovationNet, contains over 5 million researchrelated documents in digital format accessible via a
browser-based portal. Thats a far cry from experiments glued in notebooks.
One concern P&amp;G had when implementing these
collaborative tools was that if enough employees didnt use them, the tools would be much less useful for
those that did use them. Collaboration tools are like
business and social networksthe more people connect to the network, the greater the value to all participants. Collaborative tools grow in usefulness as
more and more workers contribute their information
and insights. They also allow employees quicker
access to the experts within the company that have
needed information and knowledge. But these benefits are contingent on the lions share of company
employees using the tools.
Another major innovation for P&amp;G was its largescale adoption of Cisco TelePresence conference
rooms at many locations across the globe. For a company as large as P&amp;G, telepresence is an excellent
way to foster collaboration between employees
across not just countries, but continents. In the past,
telepresence technologies were prohibitively expensive and overly prone to malfunction. Today, the
technology makes it possible to hold high-definition
meetings over long distances. P&amp;G boasts the worlds
largest rollout of Cisco TelePresence technology.
P&amp;Gs biggest challenge in adopting the technology was to ensure that the studios were built to particular specifications in each of the geographically
diverse locations where they were installed. Cisco
accomplished this, and now P&amp;Gs estimates that 35
percent of its employees use telepresence regularly.
In some locations, usage is as high as 70 percent.
Benefits of telepresence include significant travel
savings, more efficient flow of ideas, and quicker
decision making. Decisions that once took days now
take minutes.
Laurie Heltsley, P&amp;Gs director of global business
services, noted that the company has saved $4 for
every $1 invested in the 70 high-end telepresence
systems it has installed over the past few years.

Chapter 2 Global E-Business and Collaboration

These high-definition systems are used four times as
often as the companys earlier versions of videoconferencing systems.
Sources: Joe Sharkey, Setbacks in the Air Add to Lure of Virtual
Meetings, The New York Times, April 26, 2010; Matt Hamblen,
Firms Use Collaboration Tools to Tap the Ultimate IP-Worker
Ideas, Computerworld, September 2, 2009; Computerworld
Honors Program: P&amp;G, 2008; www.pg.com, accessed May 18,
2010; Procter &amp; Gamble Revolutionizes Collaboration with Cisco
TelePresence, www.cisco.com, accessed May 18, 2010; ITs Role
in Collaboration at Procter &amp;Gamble, Information Week, February
1, 2007.

77

CASE STUDY QUESTIONS
1. What is Procter &amp; Gambles business strategy?
What is the relationship of collaboration and
innovation to that business strategy?
2. How is P&amp;G using collaboration systems to execute its business model and business strategy?
List and describe the collaboration systems and
technologies it is using and the benefits of each.
3. Why were some collaborative technologies slow to
catch on at P&amp;G?
4. Compare P&amp;Gs old and new processes for writing
up and distributing the results of a research
experiment.
5. Why is telepresence such a useful collaborative
tool for a company like P&amp;G?
6. Can you think of other ways P&amp;G could use
collaboration to foster innovation?

After reading this chapter, you
will be able to answer the
following questions:

3.1

1. Which features of organizations do
managers need to know about to
build and use information systems
successfully? What is the impact of
information systems on organizations?
2. How does Porters competitive
forces model help companies
develop competitive strategies
using information systems?

3.2

3.3

3. How do the value chain and value
web models help businesses identify opportunities for strategic
information system applications?
4. How do information systems help
businesses use synergies, core
competencies, and network-based
strategies to achieve competitive
advantage?

3.4

5. What are the challenges posed by
strategic information systems and
how should they be addressed?
3.5

Interactive Sessions:
How Much Do Credit Card
Companies Know About
You?
Is the iPad a Disruptive
Technology?

ORGANIZATIONS AND INFORMATION
SYSTEMS
What Is an Organization?
Features of Organizations
HOW INFORMATION SYSTEMS IMPACT
ORGANIZATIONS AND BUSINESS FIRMS
Economic Impacts
Organizational and Behavioral Impacts
The Internet and Organizations
Implications for the Design and Understanding of
Information Systems
USING INFORMATION SYSTEMS TO ACHIEVE
COMPETITIVE ADVANTAGE
Porters Competitive Forces Model
Information System Strategies for Dealing with
Competitive Forces
The Internets Impact on Competitive Advantage
The Business Value Chain Model
Synergies, Core Competencies, and Network-Based
Strategies
USING SYSTEMS FOR COMPETITIVE
ADVANTAGE: MANAGEMENT ISSUES
Sustaining Competitive Advantage
Aligning IT with Business Objectives
Managing Strategic Transitions
HANDS-ON MIS PROJECTS
Management Decision Problems
Improving Decision Making: Using a Database to
Clarify Business Strategy
Improving Decision Making: Using Web Tools to
Configure and Price an Automobile

LEARNING TRACK MODULE
The Changing Business Environment for
Information Technology

VERIZON OR AT&amp;TWHICH COMPANY HAS THE BEST
DIGITAL STRATEGY?

V

erizon and AT&amp;T are the two largest telecommunications companies in the United
States. In addition to voice communication, their customers use their networks to
surf the Internet; send e-mail, text, and video messages; share photos; watch videos
and high-definition TV; and conduct videoconferences around the globe. All of these
products and services are digital.
Competition in this industry is exceptionally intense and fast-changing. Both companies are
trying to outflank one another by refining their wireless, landline, and high-speed Internet
networks and expanding the range of products, applications, and services available to
customers. Wireless services are the most profitable. AT&amp;T is staking its growth on the
wireless market by aggressively marketing leading-edge high-end devices such as the iPhone.
Verizon has bet on the reliability, power, and range of its wireless and landline networks and
its renowned customer service.
For a number of years, Verizon has tried to blunt competition by making heavy technology investments in both its landline and wireless networks. Its wireless network is considered the most far-reaching and reliable in the United States. Verizon is now pouring billions
of dollars into a rollout of fourth-generation (4G) cellular technology capable of supporting
highly data-intensive applications such as downloading large streams of video and music
through smart phones and other network appliances. Returns from Verizons 4G investment
are still uncertain.
Verizons moves appear more risky financially than AT&amp;Ts, because its up-front costs are
so high. AT&amp;Ts strategy is more conservative. Why not partner with other companies to
capitalize on their technology innovations? That was the rationale for AT&amp;T contracting with
Apple Computer to be the exclusive network for its iPhone. Even though AT&amp;T subsidizes
some of the iPhones cost to consumers, the iPhones streamlined design, touch screen,
exclusive access to the iTunes music service, and over 250,000 downloadable applications have
made it an instant hit. AT&amp;T has also sought to provide cellular services for other network
appliances such as Amazons Kindle e-book reader and netbooks.
The iPhone has been AT&amp;Ts primary growth engine, and the Apple relationship made the
carrier the U.S. leader in the smartphone carrier marketspace. AT&amp;T has over 43 percent of U.S.
smartphone customers, compared with 23 percent for Verizon. Smart-phone customers are
highly desirable because they
typically pay higher monthly
rates for wireless data service
plans.
The iPhone became so
wildly popular that users
overstrained AT&amp;Ts networks,
leaving many in dense urban
areas such as New York and
San Francisco with sluggish
service or dropped calls. To
handle the surging demand,
AT&amp;T could upgrade its wireless network, but that would
cripple profits. Experts contend that AT&amp;T would have to
spend $5 billion to $7 billion to
bring its network up to
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Part One Organizations, Management, and the Networked Enterprise

Verizons quality. To curb excessive use, AT&amp;T moved to a tiered pricing model
for new iPhone users, with data charges based on how much data customers
actually use.
Adding to AT&amp;Ts woes, its monopoly on the iPhone may be ending. Apple
reached an agreement with Verizon in 2010 to make an iPhone that is compatible with Verizon's network. Allowing Verizon to offer iPhone service will
more than double Apples market for this device, but will undoubtedly drive
some AT&amp;T iPhone customers to Verizon in the hope of finding better network service. Verizon is further hedging its bets by offering leading-edge
smartphones based on Googles Android operating system that compete well
against the iPhone. With or without the iPhone, if Verizons Android phone
sales continue to accelerate, the competitive balance will shift again.
Sources: Roger Cheng, For Telecom Firms, Smartphones Rule, The Wall Street Journal, July
19, 2010; Brad Stone and Jenna Wortham, Even Without iPhone, Verizon Is Gaining, The
New York Times, July 15, 2010; Roben Farzad, AT&amp;Ts iPhone Mess, Bloomberg Businessweek,
April 25, 2010; Niraj Sheth, AT&amp;T Prepares Network for Battle, The Wall Street Journal,
March 31, 2010; and Amol Sharma, AT&amp;T, Verizon Make Different Calls, The Wall Street
Journal, January 28, 2009.

T

he story of Verizon and AT&amp;T illustrates some of the ways that information systems help businesses competeand also the challenges of
sustaining a competitive advantage. The telecommunications industry in which
both companies operate is extremely crowded and competitive, with telecommunications companies vying with cable companies, new upstarts, and each
other to provide a wide array of digital services as well as voice transmission.
To meet the challenges of surviving and prospering in this environment, each
of these companies focused on a different competitive strategy using information technology.
The chapter-opening diagram calls attention to important points raised by
this case and this chapter. Both companies identified opportunities to use
information technology to offer new products and services. AT&amp;T offered
enhanced wireless services for the iPhone, while Verizon initially focused on
high-capacity, high-quality network services. AT&amp;Ts strategy emphasized
keeping costs low while capitalizing on innovations from other technology
vendors. Verizons strategy involved high up-front costs to build a high-capacity
network infrastructure, and it also focused on providing a high level of network
reliability and customer service.
This case study clearly shows how difficult it is to sustain a competitive
advantage. Exclusive rights to use the highly popular iPhone on its network
brought AT&amp;T millions of new customers and enhanced its competitive
position. But its competitive advantage is likely to erode if it is forced to invest
heavily to upgrade its networks, if Apple allows Verizon to offer a version of the
iPhone, or if Verizon smartphones are competitive with the iPhone. Changes in
service pricing plans may also affect the competitive balance among the
various wireless carriers.

Chapter 3 Information Systems, Organizations, and Strategy

3.1

ORGANIZATIONS AND INFORMATION SYSTEMS

I

nformation systems and organizations influence one another. Information
systems are built by managers to serve the interests of the business firm.
At the same time, the organization must be aware of and open to the
influences of information systems to benefit from new technologies.
The interaction between information technology and organizations is
complex and is influenced by many mediating factors, including the organizations structure, business processes, politics, culture, surrounding environment,
and management decisions (see Figure 3-1). You will need to understand how
information systems can change social and work life in your firm. You will not
be able to design new systems successfully or understand existing systems
without understanding your own business organization.

FIGURE 3-1

THE TWO-WAY RELATIONSHIP BETWEEN ORGANIZATIONS AND
INFORMATION TECHNOLOGY

This complex two-way relationship is mediated by many factors, not the least of which are the
decisions madeor not madeby managers. Other factors mediating the relationship include the
organizational culture, structure, politics, business processes, and environment.

81

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Part One Organizations, Management, and the Networked Enterprise
FIGURE 3-2

THE TECHNICAL MICROECONOMIC DEFINITION OF THE
ORGANIZATION

In the microeconomic definition of organizations, capital and labor (the primary production factors
provided by the environment) are transformed by the firm through the production process into
products and services (outputs to the environment). The products and services are consumed by the
environment, which supplies additional capital and labor as inputs in the feedback loop.

As a manager, you will be the one to decide which systems will be built, what
they will do, and how they will be implemented. You may not be able to
anticipate all of the consequences of these decisions. Some of the changes that
occur in business firms because of new information technology (IT)
investments cannot be foreseen and have results that may or may not meet
your expectations. Who would have imagined fifteen years ago, for instance,
that e-mail and instant messaging would become a dominant form of business
communication and that many managers would be inundated with more than
200 e-mail messages each day?

WHAT IS AN ORGANIZATION?
An organization is a stable, formal social structure that takes resources from
the environment and processes them to produce outputs. This technical
definition focuses on three elements of an organization. Capital and labor are
primary production factors provided by the environment. The organization
(the firm) transforms these inputs into products and services in a production
function. The products and services are consumed by environments in return
for supply inputs (see Figure 3-2).
An organization is more stable than an informal group (such as a group of
friends that meets every Friday for lunch) in terms of longevity and routineness.
Organizations are formal legal entities with internal rules and procedures that
must abide by laws. Organizations are also social structures because they are a
collection of social elements, much as a machine has a structurea particular
arrangement of valves, cams, shafts, and other parts.
This definition of organizations is powerful and simple, but it is not very
descriptive or even predictive of real-world organizations. A more realistic
behavioral definition of an organization is that it is a collection of rights,
privileges, obligations, and responsibilities that is delicately balanced over a
period of time through conflict and conflict resolution (see Figure 3-3).
In this behavioral view of the firm, people who work in organizations
develop customary ways of working; they gain attachments to existing
relationships; and they make arrangements with subordinates and superiors
about how work will be done, the amount of work that will be done, and under

Chapter 3 Information Systems, Organizations, and Strategy
FIGURE 3-3

THE BEHAVIORAL VIEW OF ORGANIZATIONS

The behavioral view of organizations emphasizes group relationships, values, and structures.

what conditions work will be done. Most of these arrangements and feelings are
not discussed in any formal rulebook.
How do these definitions of organizations relate to information systems
technology? A technical view of organizations encourages us to focus on how
inputs are combined to create outputs when technology changes are
introduced into the company. The firm is seen as infinitely malleable, with
capital and labor substituting for each other quite easily. But the more
realistic behavioral definition of an organization suggests that building new
information systems, or rebuilding old ones, involves much more than a
technical rearrangement of machines or workersthat some information
systems change the organizational balance of rights, privileges, obligations,
responsibilities, and feelings that have been established over a long period of
time.
Changing these elements can take a long time, be very disruptive, and
requires more resources to support training and learning. For instance, the
length of time required to implement effectively a new information system is
much longer than usually anticipated simply because there is a lag between
implementing a technical system and teaching employees and managers how
to use the system.
Technological change requires changes in who owns and controls information, who has the right to access and update that information, and who
makes decisions about whom, when, and how. This more complex view
forces us to look at the way work is designed and the procedures used to
achieve outputs.
The technical and behavioral definitions of organizations are not contradictory. Indeed, they complement each other: The technical definition tells us
how thousands of firms in competitive markets combine capital, labor, and
information technology, whereas the behavioral model takes us inside the
individual firm to see how that technology affects the organizations inner
workings. Section 3.2 describes how each of these definitions of organizations
can help explain the relationships between information systems and organizations.

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FEATURES OF ORGANIZATIONS
All modern organizations have certain characteristics. They are bureaucracies with clear-cut divisions of labor and specialization. Organizations
arrange specialists in a hierarchy of authority in which everyone is accountable to someone and authority is limited to specific actions governed by
abstract rules or procedures. These rules create a system of impartial and
universal decision making. Organizations try to hire and promote employees
on the basis of technical qualifications and professionalism (not personal
connections). The organization is devoted to the principle of efficiency:
maximizing output using limited inputs. Other features of organizations
include their business processes, organizational culture, organizational politics, surrounding environments, structure, goals, constituencies, and leadership styles. All of these features affect the kinds of information systems used
by organizations.

Routines and Business Processes
All organizations, including business firms, become very efficient over time
because individuals in the firm develop routines for producing goods and
services. Routinessometimes called standard operating proceduresare precise
rules, procedures, and practices that have been developed to cope with virtually
all expected situations. As employees learn these routines, they become highly
productive and efficient, and the firm is able to reduce its costs over time as
efficiency increases. For instance, when you visit a doctors office, receptionists
have a well-developed set of routines for gathering basic information from you;
nurses have a different set of routines for preparing you for an interview with a
doctor; and the doctor has a well-developed set of routines for diagnosing you.
Business processes, which we introduced in Chapters 1 and 2, are collections of
such routines. A business firm in turn is a collection of business processes
(Figure 3-4).

Organizational Politics
People in organizations occupy different positions with different specialties,
concerns, and perspectives. As a result, they naturally have divergent
viewpoints about how resources, rewards, and punishments should be
distributed. These differences matter to both managers and employees, and
they result in political struggle for resources, competition, and conflict within
every organization. Political resistance is one of the great difficulties of bringing
about organizational changeespecially the development of new information
systems. Virtually all large information systems investments by a firm that
bring about significant changes in strategy, business objectives, business
processes, and procedures become politically charged events. Managers that
know how to work with the politics of an organization will be more successful
than less-skilled managers in implementing new information systems.
Throughout this book, you will find many examples of where internal politics
defeated the best-laid plans for an information system.

Organizational Culture
All organizations have bedrock, unassailable, unquestioned (by the members) assumptions that define their goals and products. Organizational
culture encompasses this set of assumptions about what products the
organization should produce, how it should produce them, where, and for
whom. Generally, these cultural assumptions are taken totally for granted

Chapter 3 Information Systems, Organizations, and Strategy
FIGURE 3-4

ROUTINES, BUSINESS PROCESSES, AND FIRMS

All organizations are composed of individual routines and behaviors, a collection of which make up a
business process. A collection of business processes make up the business firm. New information
system applications require that individual routines and business processes change to achieve high
levels of organizational performance.

and are rarely publicly announced or spoken about. Business processesthe
actual way business firms produce valueare usually ensconced in the
organizations culture.
You can see organizational culture at work by looking around your university or college. Some bedrock assumptions of university life are that
professors know more than students, the reason students attend college is to
learn, and classes follow a regular schedule. Organizational culture is a
powerful unifying force that restrains political conflict and promotes
common understanding, agreement on procedures, and common practices.
If we all share the same basic cultural assumptions, agreement on other
matters is more likely.
At the same time, organizational culture is a powerful restraint on change,
especially technological change. Most organizations will do almost anything
to avoid making changes in basic assumptions. Any technological change that
threatens commonly held cultural assumptions usually meets a great deal of
resistance. However, there are times when the only sensible way for a firm to
move forward is to employ a new technology that directly opposes an existing
organizational culture. When this occurs, the technology is often stalled while
the culture slowly adjusts.

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Organizational Environments
Organizations reside in environments from which they draw resources and to
which they supply goods and services. Organizations and environments have a
reciprocal relationship. On the one hand, organizations are open to, and
dependent on, the social and physical environment that surrounds them.
Without financial and human resourcespeople willing to work reliably and
consistently for a set wage or revenue from customersorganizations could not
exist. Organizations must respond to legislative and other requirements
imposed by government, as well as the actions of customers and competitors.
On the other hand, organizations can influence their environments.
For example, business firms form alliances with other businesses to influence
the political process; they advertise to influence customer acceptance of their
products.
Figure 3-5 illustrates the role of information systems in helping organizations
perceive changes in their environments and also in helping organizations act
on their environments. Information systems are key instruments for environmental scanning, helping managers identify external changes that might require
an organizational response.
Environments generally change much faster than organizations. New
technologies, new products, and changing public tastes and values (many of
which result in new government regulations) put strains on any organizations
culture, politics, and people. Most organizations are unable to adapt to a rapidly
changing environment. Inertia built into an organizations standard operating
procedures, the political conflict raised by changes to the existing order, and the
threat to closely held cultural values inhibit organizations from making
significant changes. Young firms typically lack resources to sustain even short
periods of troubled times. It is not surprising that only 10 percent of the Fortune
500 companies in 1919 still exist today.

F IGURE 3-5

ENVIRONMENTS AND ORGANIZATIONS HAVE A RECIPROCAL
RELATIONSHIP

Environments shape what organizations can do, but organizations can influence their environments
and decide to change environments altogether. Information technology plays a critical role in helping
organizations perceive environmental change and in helping organizations act on their environment.

Chapter 3 Information Systems, Organizations, and Strategy

87

Disruptive Technologies: Riding the Wave. Sometimes a technology and
resulting business innovation comes along to radically change the business
landscape and environment. These innovations are loosely called disruptive.
(Christensen, 2003). What makes a technology disruptive? In some cases, disruptive technologies are substitute products that perform as well or better
(often much better) than anything currently produced. The car substituted for
the horse-drawn carriage; the word processor for typewriters; the Apple iPod
for portable CD players; digital photography for process film photography.
In these cases, entire industries are put out of business. In other cases,
disruptive technologies simply extend the market, usually with less functionality and much less cost, than existing products. Eventually they turn into
low-cost competitors for whatever was sold before. Disk drives are an example:
small hard disk drives used in PCs extended the market for disk drives by offering cheap digital storage for small files. Eventually, small PC hard disk drives
became the largest segment of the disk drive marketplace.
Some firms are able to create these technologies and ride the wave to profits;
others learn quickly and adapt their business; still others are obliterated
because their products, services, and business models become obsolete. They
may be very efficient at doing what no longer needs to be done! There are also
cases where no firms benefit, and all the gains go to consumers (firms fail to
capture any profits). Table 3-1 describes just a few disruptive technologies from
the past.
Disruptive technologies are tricky. Firms that invent disruptive technologies
as first movers do not always benefit if they lack the resources to exploit the

Repositories of downloadable music on the
Web with acceptable fidelity

Owners of online music collections (MP3.com, iTunes),
telecommunications providers who own Internet backbone
(AT&amp;T, Verizon), local Internet service providers win, while
record label firms and music retailers lose (Tower Records).

PageRank algorithm

A method for ranking Web pages in terms of
their popularity to supplement Web search
by key terms

technology or fail to see the opportunity. The MITS Altair 8800 is widely
regarded as the first PC, but its inventors did not take advantage of their firstmover status. Second movers, so-called fast followers such as IBM and
Microsoft, reaped the rewards. Citibanks ATMs revolutionized retail banking,
but they were copied by other banks. Now all banks use ATMs, with the benefits
going mostly to the consumers. Google was not a first mover in search, but an
innovative follower that was able to maintain rights to a powerful new search
algorithm called PageRank. So far it has been able to hold onto its lead while
most other search engines have faded down to small market shares.

Organizational Structure
Organizations all have a structure or shape. Mintzbergs classification,
described in Table 3-2, identifies five basic kinds of organizational structure
(Mintzberg, 1979).
The kind of information systems you find in a business firmand the nature
of problems with these systemsoften reflects the type of organizational
structure. For instance, in a professional bureaucracy such as a hospital it is not
unusual to find parallel patient record systems operated by the administration,
another by doctors, and another by other professional staff such as nurses and
social workers. In small entrepreneurial firms you will often find poorly
designed systems developed in a rush that often outgrow their usefulness
quickly. In huge multidivisional firms operating in hundreds of locations you
will often find there is not a single integrating information system, but instead
each locale or each division has its set of information systems.

Young, small firm in a fast-changing environment. It has a
simple structure and is managed by an entrepreneur serving
as its single chief executive officer.

Small start-up business

Machine bureaucracy

Large bureaucracy existing in a slowly changing environment,
producing standard products. It is dominated by a centralized
management team and centralized decision making.

Midsize manufacturing firm

Divisionalized bureaucracy

Combination of multiple machine bureaucracies, each
producing a different product or service, all topped by one
central headquarters.

Fortune 500 firms, such as General
Motors

Professional bureaucracy

Knowledge-based organization where goods and services
depend on the expertise and knowledge of professionals.
Dominated by department heads with weak centralized
authority.

Law firms, school systems, hospitals

Adhocracy

Task force organization that must respond to rapidly changing
environments. Consists of large groups of specialists organized
into short-lived multidisciplinary teams and has weak central
management.

Consulting firms, such as the Rand
Corporation

Chapter 3 Information Systems, Organizations, and Strategy

groups). Organizations also serve different groups or have different constituencies, some primarily benefiting their members, others benefiting clients,
stockholders, or the public. The nature of leadership differs greatly from one
organization to anothersome organizations may be more democratic or
authoritarian than others. Another way organizations differ is by the tasks they
perform and the technology they use. Some organizations perform primarily
routine tasks that can be reduced to formal rules that require little judgment
(such as manufacturing auto parts), whereas others (such as consulting firms)
work primarily with nonroutine tasks.

3.2

HOW INFORMATION SYSTEMS IMPACT
ORGANIZATIONS AND BUSINESS FIRMS

Information systems have become integral, online, interactive tools deeply
involved in the minute-to-minute operations and decision making of large
organizations. Over the last decade, information systems have fundamentally
altered the economics of organizations and greatly increased the possibilities
for organizing work. Theories and concepts from economics and sociology help
us understand the changes brought about by IT.

ECONOMIC IMPACTS
From the point of view of economics, IT changes both the relative costs of
capital and the costs of information. Information systems technology can be
viewed as a factor of production that can be substituted for traditional capital
and labor. As the cost of information technology decreases, it is substituted for
labor, which historically has been a rising cost. Hence, information technology
should result in a decline in the number of middle managers and clerical
workers as information technology substitutes for their labor (Laudon, 1990).
As the cost of information technology decreases, it also substitutes for other
forms of capital such as buildings and machinery, which remain relatively
expensive. Hence, over time we should expect managers to increase their investments in IT because of its declining cost relative to other capital investments.
IT also obviously affects the cost and quality of information and changes the
economics of information. Information technology helps firms contract in size
because it can reduce transaction coststhe costs incurred when a firm buys
on the marketplace what it cannot make itself. According to transaction cost
theory, firms and individuals seek to economize on transaction costs, much as
they do on production costs. Using markets is expensive because of costs such
as locating and communicating with distant suppliers, monitoring contract
compliance, buying insurance, obtaining information on products, and so forth
(Coase, 1937; Williamson, 1985). Traditionally, firms have tried to reduce transaction costs through vertical integration, by getting bigger, hiring more employees, and buying their own suppliers and distributors, as both General Motors
and Ford used to do.
Information technology, especially the use of networks, can help firms lower
the cost of market participation (transaction costs), making it worthwhile for
firms to contract with external suppliers instead of using internal sources. As a
result, firms can shrink in size (numbers of employees) because it is far less
expensive to outsource work to a competitive marketplace rather than hire
employees.

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For instance, by using computer links to external suppliers, the Chrysler
Corporation can achieve economies by obtaining more than 70 percent of its
parts from the outside. Information systems make it possible for companies
such as Cisco Systems and Dell Inc. to outsource their production to contract
manufacturers such as Flextronics instead of making their products
themselves.
Figure 3-6 shows that as transaction costs decrease, firm size (the number of
employees) should shrink because it becomes easier and cheaper for the firm
to contract for the purchase of goods and services in the marketplace rather
than to make the product or offer the service itself. Firm size can stay constant
or contract even as the company increases its revenues. For example, when
Eastman Chemical Company split off from Kodak in 1994, it had $3.3 billion in
revenue and 24,000 full-time employees. In 2009, it generated over $5 billion in
revenue with only 10,000 employees.
Information technology also can reduce internal management costs.
According to agency theory, the firm is viewed as a nexus of contracts among
self-interested individuals rather than as a unified, profit-maximizing entity
(Jensen and Meckling, 1976). A principal (owner) employs agents (employees) to perform work on his or her behalf. However, agents need constant
supervision and management; otherwise, they will tend to pursue their own
interests rather than those of the owners. As firms grow in size and scope,
agency costs or coordination costs rise because owners must expend more and
more effort supervising and managing employees.
Information technology, by reducing the costs of acquiring and analyzing
information, permits organizations to reduce agency costs because it becomes
easier for managers to oversee a greater number of employees. Figure 3-7
shows that by reducing overall management costs, information technology
enables firms to increase revenues while shrinking the number of middle
managers and clerical workers. We have seen examples in earlier chapters
where information technology expanded the power and scope of small organizations by enabling them to perform coordinating activities such as processing
orders or keeping track of inventory with very few clerks and managers.
FIGURE 3-6

THE TRANSACTION COST THEORY OF THE IMPACT OF INFORMATION
TECHNOLOGY ON THE ORGANIZATION

When the costs of participating in markets (transaction costs) were high, it made sense to build large
firms and do everything inside the firm. But IT reduces the firm's market transaction costs. This means
firms can outsource work using the market, reduce their employee head count, and still grow revenues,
relying more on outsourcing firms and external contractors.

Chapter 3 Information Systems, Organizations, and Strategy
FIGURE 3-7

THE AGENCY COST THEORY OF THE IMPACT OF INFORMATION
TECHNOLOGY ON THE ORGANIZATION

Agency costs are the costs of managing a firm's employees. IT reduces agency costs making management more efficient. Fewer managers are needed to manage employees. IT makes it possible to build
very large global firms and to run them efficiently without greatly expanding management. Without IT,
very large global firms would be difficult to operate because they would be very expensive to manage.

Because IT reduces both agency and transaction costs for firms, we should
expect firm size to shrink over time as more capital is invested in IT. Firms
should have fewer managers, and we expect to see revenue per employee
increase over time.

ORGANIZATIONAL AND BEHAVIORAL IMPACTS
Theories based in the sociology of complex organizations also provide some
understanding about how and why firms change with the implementation of
new IT applications.

IT Flattens Organizations
Large, bureaucratic organizations, which primarily developed before the
computer age, are often inefficient, slow to change, and less competitive than
newly created organizations. Some of these large organizations have downsized,
reducing the number of employees and the number of levels in their organizational hierarchies.
Behavioral researchers have theorized that information technology facilitates
flattening of hierarchies by broadening the distribution of information to
empower lower-level employees and increase management efficiency (see
Figure 3-8). IT pushes decision-making rights lower in the organization because
lower-level employees receive the information they need to make decisions
without supervision. (This empowerment is also possible because of higher
educational levels among the workforce, which give employees the capabilities
to make intelligent decisions.) Because managers now receive so much more
accurate information on time, they become much faster at making decisions, so
fewer managers are required. Management costs decline as a percentage of
revenues, and the hierarchy becomes much more efficient.
These changes mean that the management span of control has also been
broadened, enabling high-level managers to manage and control more workers

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FIGURE 3-8

FLATTENING ORGANIZATIONS

Information systems can reduce the number of levels in an organization by providing managers with
information to supervise larger numbers of workers and by giving lower-level employees more
decision-making authority.

spread over greater distances. Many companies have eliminated thousands of
middle managers as a result of these changes.

Postindustrial Organizations
Postindustrial theories based more on history and sociology than economics
also support the notion that IT should flatten hierarchies. In postindustrial
societies, authority increasingly relies on knowledge and competence, and not
merely on formal positions. Hence, the shape of organizations flattens because
professional workers tend to be self-managing, and decision making should
become more decentralized as knowledge and information become more
widespread throughout the firm (Drucker, 1988).
Information technology may encourage task force-networked organizations
in which groups of professionals come togetherface to face or electronically
for short periods of time to accomplish a specific task (e.g., designing a new
automobile); once the task is accomplished, the individuals join other task
forces. The global consulting service Accenture is an example. It has no operational headquarters and no formal branches. Many of its 190,000 employees
move from location to location to work on projects at client locations in 49
different countries.
Who makes sure that self-managed teams do not head off in the wrong
direction? Who decides which person works on which team and for how
long? How can managers evaluate the performance of someone who is
constantly rotating from team to team? How do people know where their
careers are headed? New approaches for evaluating, organizing, and
informing workers are required, and not all companies can make virtual
work effective.

Chapter 3 Information Systems, Organizations, and Strategy

Understanding Organizational Resistance to Change
Information systems inevitably become bound up in organizational politics
because they influence access to a key resourcenamely, information.
Information systems can affect who does what to whom, when, where, and how
in an organization. Many new information systems require changes in
personal, individual routines that can be painful for those involved and require
retraining and additional effort that may or may not be compensated. Because
information systems potentially change an organizations structure, culture,
business processes, and strategy, there is often considerable resistance to them
when they are introduced.
There are several ways to visualize organizational resistance. Leavitt (1965)
used a diamond shape to illustrate the interrelated and mutually adjusting
character of technology and organization (see Figure 3-9). Here, changes in
technology are absorbed, deflected, and defeated by organizational task
arrangements, structures, and people. In this model, the only way to bring
about change is to change the technology, tasks, structure, and people simultaneously. Other authors have spoken about the need to unfreeze organizations
before introducing an innovation, quickly implementing it, and refreezing or
institutionalizing the change (Alter and Ginzberg, 1978; Kolb, 1970).
Because organizational resistance to change is so powerful, many information technology investments flounder and do not increase productivity. Indeed,
research on project implementation failures demonstrates that the most
common reason for failure of large projects to reach their objectives is not the
failure of the technology, but organizational and political resistance to change.
Chapter 14 treats this issue in detail. Therefore, as a manger involved in future
IT investments, your ability to work with people and organizations is just as
important as your technical awareness and knowledge.

THE INTERNET AND ORGANIZATIONS
The Internet, especially the World Wide Web, has an important impact on the
relationships between many firms and external entities, and even on the
FIGURE 3-9

ORGANIZATIONAL RESISTANCE AND THE MUTUALLY ADJUSTING
RELATIONSHIP BETWEEN TECHNOLOGY AND THE ORGANIZATION

Implementing information systems has consequences for task arrangements, structures, and people.
According to this model, to implement change, all four components must be changed simultaneously.
Source: Leavitt (1965).

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organization of business processes inside a firm. The Internet increases the
accessibility, storage, and distribution of information and knowledge for
organizations. In essence, the Internet is capable of dramatically lowering the
transaction and agency costs facing most organizations. For instance, brokerage firms and banks in New York can now deliver their internal operating procedures manuals to their employees at distant locations by posting them on
the corporate Web site, saving millions of dollars in distribution costs.
A global sales force can receive nearly instant product price information
updates using the Web or instructions from management sent by e-mail.
Vendors of some large retailers can access retailers internal Web sites directly
to find up-to-the-minute sales information and to initiate replenishment
orders instantly.
Businesses are rapidly rebuilding some of their key business processes based
on Internet technology and making this technology a key component of their
IT infrastructures. If prior networking is any guide, one result will be simpler
business processes, fewer employees, and much flatter organizations than in
the past.

IMPLICATIONS FOR THE DESIGN AND UNDERSTANDING
OF INFORMATION SYSTEMS
To deliver genuine benefits, information systems must be built with a clear
understanding of the organization in which they will be used. In our experience, the central organizational factors to consider when planning a new
system are the following:
The environment in which the organization must function
The structure of the organization: hierarchy, specialization, routines, and
business processes
The organizations culture and politics
The type of organization and its style of leadership
The principal interest groups affected by the system and the attitudes of
workers who will be using the system
The kinds of tasks, decisions, and business processes that the information
system is designed to assist

3.3

USING INFORMATION SYSTEMS TO ACHIEVE
COMPETITIVE ADVANTAGE

In almost every industry you examine, you will find that some firms do better
than most others. Theres almost always a stand-out firm. In the automotive
industry, Toyota is considered a superior performer. In pure online retail,
Amazon is the leader, in off-line retail Walmart, the largest retailer on earth, is
the leader. In online music, Apples iTunes is considered the leader with more
than 75 percent of the downloaded music market, and in the related industry of
digital music players, the iPod is the leader. In Web search, Google is considered
the leader.
Firms that do better than others are said to have a competitive advantage
over others: They either have access to special resources that others do not, or
they are able to use commonly available resources more efficientlyusually

Chapter 3 Information Systems, Organizations, and Strategy

because of superior knowledge and information assets. In any event, they do
better in terms of revenue growth, profitability, or productivity growth
(efficiency), all of which ultimately in the long run translate into higher stock
market valuations than their competitors.
But why do some firms do better than others and how do they achieve
competitive advantage? How can you analyze a business and identify its
strategic advantages? How can you develop a strategic advantage for your own
business? And how do information systems contribute to strategic advantages?
One answer to that question is Michael Porters competitive forces model.

PORTERS COMPETITIVE FORCES MODEL
Arguably, the most widely used model for understanding competitive
advantage is Michael Porters competitive forces model (see Figure 3-10).
This model provides a general view of the firm, its competitors, and the firms
environment. Earlier in this chapter, we described the importance of a firms
environment and the dependence of firms on environments. Porters model is
all about the firms general business environment. In this model, five competitive forces shape the fate of the firm.

Tr a d i t i o n a l C o m p e t i t o r s
All firms share market space with other competitors who are continuously
devising new, more efficient ways to produce by introducing new products and
services, and attempting to attract customers by developing their brands and
imposing switching costs on their customers.

New Market Entrants
In a free economy with mobile labor and financial resources, new companies
are always entering the marketplace. In some industries, there are very low
barriers to entry, whereas in other industries, entry is very difficult. For
instance, it is fairly easy to start a pizza business or just about any small retail
business, but it is much more expensive and difficult to enter the computer
chip business, which has very high capital costs and requires significant expertise and knowledge that is hard to obtain. New companies have several possible

FIGURE 3-10

PORTERS COMPETITIVE FORCES MODEL

In Porters competitive forces model, the strategic position of the firm and its strategies are determined
not only by competition with its traditional direct competitors but also by four other forces in the
industrys environment: new market entrants, substitute products, customers, and suppliers.

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advantages: They are not locked into old plants and equipment, they often hire
younger workers who are less expensive and perhaps more innovative, they are
not encumbered by old worn-out brand names, and they are more hungry
(more highly motivated) than traditional occupants of an industry. These
advantages are also their weakness: They depend on outside financing for new
plants and equipment, which can be expensive; they have a less-experienced
workforce; and they have little brand recognition.

Substitute Products and Services
In just about every industry, there are substitutes that your customers might
use if your prices become too high. New technologies create new substitutes all
the time. Even oil has substitutes: Ethanol can substitute for gasoline in cars;
vegetable oil for diesel fuel in trucks; and wind, solar, coal, and hydro power for
industrial electricity generation. Likewise, the Internet telephone service can
substitute for traditional telephone service, and fiber-optic telephone lines to
the home can substitute for cable TV lines. And, of course, an Internet music
service that allows you to download music tracks to an iPod is a substitute for
CD-based music stores. The more substitute products and services in your
industry, the less you can control pricing and the lower your profit margins.

Customers
A profitable company depends in large measure on its ability to attract and
retain customers (while denying them to competitors), and charge high prices.
The power of customers grows if they can easily switch to a competitors
products and services, or if they can force a business and its competitors to
compete on price alone in a transparent marketplace where there is little
product differentiation, and all prices are known instantly (such as on the
Internet). For instance, in the used college textbook market on the Internet,
students (customers) can find multiple suppliers of just about any current
college textbook. In this case, online customers have extraordinary power over
used-book firms.

Suppliers
The market power of suppliers can have a significant impact on firm profits,
especially when the firm cannot raise prices as fast as can suppliers. The more
different suppliers a firm has, the greater control it can exercise over suppliers
in terms of price, quality, and delivery schedules. For instance, manufacturers
of laptop PCs almost always have multiple competing suppliers of key components, such as keyboards, hard drives, and display screens.

INFORMATION SYSTEM STRATEGIES FOR DEALING
WITH COMPETITIVE FORCES
What is a firm to do when it is faced with all these competitive forces? And how
can the firm use information systems to counteract some of these forces? How
do you prevent substitutes and inhibit new market entrants? There are four
generic strategies, each of which often is enabled by using information technology and systems: low-cost leadership, product differentiation, focus on market
niche, and strengthening customer and supplier intimacy.

Low- Cost Leadership
Use information systems to achieve the lowest operational costs and the lowest
prices. The classic example is Walmart. By keeping prices low and shelves well

Chapter 3 Information Systems, Organizations, and Strategy

Supermarkets and
large retail stores
such as Walmart use
sales data captured at
the checkout counter
to determine which
items have sold and
need to be reordered.
Walmarts continuous
replenishment system
transmits orders to
restock directly to its
suppliers. The system
enables Walmart to
keep costs low while
fine-tuning its
merchandise to meet
customer demands.

stocked using a legendary inventory replenishment system, Walmart became
the leading retail business in the United States. Walmarts continuous replenishment system sends orders for new merchandise directly to suppliers as soon
as consumers pay for their purchases at the cash register. Point-of-sale terminals record the bar code of each item passing the checkout counter and send a
purchase transaction directly to a central computer at Walmart headquarters.
The computer collects the orders from all Walmart stores and transmits them to
suppliers. Suppliers can also access Walmarts sales and inventory data using
Web technology.
Because the system replenishes inventory with lightning speed, Walmart
does not need to spend much money on maintaining large inventories of goods
in its own warehouses. The system also enables Walmart to adjust purchases of
store items to meet customer demands. Competitors, such as Sears, have been
spending 24.9 percent of sales on overhead. But by using systems to keep operating costs low, Walmart pays only 16.6 percent of sales revenue for overhead.
(Operating costs average 20.7 percent of sales in the retail industry.)
Walmarts continuous replenishment system is also an example of an
efficient customer response system. An efficient customer response system
directly links consumer behavior to distribution and production and supply
chains. Walmarts continuous replenishment system provides such an efficient
customer response.

Product Differentiation
Use information systems to enable new products and services, or greatly
change the customer convenience in using your existing products and services.
For instance, Google continuously introduces new and unique search services
on its Web site, such as Google Maps. By purchasing PayPal, an electronic
payment system, in 2003, eBay made it much easier for customers to pay
sellers and expanded use of its auction marketplace. Apple created the iPod, a
unique portable digital music player, plus a unique online Web music service
where songs can be purchased for $.69 to $1.29 each. Apple has continued to

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innovate with its multimedia iPhone, iPad tablet computer, and iPod video
player. The chapter-opening case describes how AT&amp;Ts business strategy is
trying to piggyback off such digital innovations.
Manufacturers and retailers are using information systems to create products
and services that are customized and personalized to fit the precise specifications
of individual customers. For example, Nike sells customized sneakers through its
NIKEiD program on its Web site. Customers are able to select the type of shoe,
colors, material, outsoles, and even a logo of up to 8 characters. Nike transmits
the orders via computers to specially-equipped plants in China and Korea. The
sneakers cost only $10 extra and take about three weeks to reach the customer.
This ability to offer individually tailored products or services using the same
production resources as mass production is called mass customization.
Table 3-3 lists a number of companies that have developed IT-based products
and services that other firms have found difficult to copy, or at least a long time
to copy.

Fo c u s o n M a r k e t N i c h e
Use information systems to enable a specific market focus, and serve this
narrow target market better than competitors. Information systems support
this strategy by producing and analyzing data for finely tuned sales and
marketing techniques. Information systems enable companies to analyze
customer buying patterns, tastes, and preferences closely so that they
efficiently pitch advertising and marketing campaigns to smaller and smaller
target markets.
The data come from a range of sourcescredit card transactions, demographic data, purchase data from checkout counter scanners at supermarkets
and retail stores, and data collected when people access and interact with Web
sites. Sophisticated software tools find patterns in these large pools of data and
infer rules from them to guide decision making. Analysis of such data drives
one-to-one marketing that creates personal messages based on individualized
preferences. For example, Hilton Hotels OnQ system analyzes detailed data
collected on active guests in all of its properties to determine the preferences of
each guest and each guests profitability. Hilton uses this information to give its
most profitable customers additional privileges, such as late check-outs.
Contemporary customer relationship management (CRM) systems feature analytical capabilities for this type of intensive data analysis (see Chapters 2 and 9).

Amazon holds a patent on one-click shopping that it licenses to other
online retailers.

Online music: Apple iPod
and iTunes

The iPod is an integrated handheld player backed up with an online
library of over 13 million songs

Golf club customization: Ping

Customers can select from more than 1 million different golf club
options; a build-to-order system ships their customized clubs within
48 hours.

Online bill payment:
CheckFree.com

Fifty-two million households pay bills online in 2010.

Online person-to-person
payment: PayPal.com

PayPal enables the transfer of money between individual bank
accounts and between bank accounts and credit card accounts.

Chapter 3 Information Systems, Organizations, and Strategy

The Interactive Session on Organizations describes how skillfully credit card
companies are able to use this strategy to predict their most profitable
cardholders. The companies gather vast quantities of data about consumer
purchases and other behaviors and mine these data to construct detailed
profiles that identify cardholders who might be good or bad credit risks. These
practices have enhanced credit card companies profitability, but are they in
consumers best interests?

Strengthen Customer and Supplier Intimacy
Use information systems to tighten linkages with suppliers and develop
intimacy with customers. Chrysler Corporation uses information systems to
facilitate direct access by suppliers to production schedules, and even permits
suppliers to decide how and when to ship supplies to Chrysler factories. This
allows suppliers more lead time in producing goods. On the customer side,
Amazon.com keeps track of user preferences for book and CD purchases, and
can recommend titles purchased by others to its customers. Strong linkages to
customers and suppliers increase switching costs (the cost of switching from
one product to a competing product), and loyalty to your firm.
Table 3-4 summarizes the competitive strategies we have just described.
Some companies focus on one of these strategies, but you will often see
companies pursuing several of them simultaneously. For example, Dell tries
to emphasize low cost as well as the ability to customize its personal
computers.

THE INTERNETS IMPACT ON COMPETITIVE
ADVANTAGE
Because of the Internet, the traditional competitive forces are still at work, but
competitive rivalry has become much more intense (Porter, 2001). Internet
technology is based on universal standards that any company can use, making
it easy for rivals to compete on price alone and for new competitors to enter the
market. Because information is available to everyone, the Internet raises the
bargaining power of customers, who can quickly find the lowest-cost provider
on the Web. Profits have been dampened. Table 3-5 summarizes some of the
potentially negative impacts of the Internet on business firms identified by
Porter.

TABLE 3-4 FOUR BASIC COMPETITIVE STRATEGIES
STRATEGY

DESCRIPTION

EXAMPLE

Low-cost leadership

Use information systems to produce products and services at a lower
price than competitors while enhancing quality and level of service

Walmart

Product differentiation

Use information systems to differentiate products, and enable new
services and products

Google, eBay, Apple, Lands End

Focus on market niche

Use information systems to enable a focused strategy on a single
market niche; specialize

Hilton Hotels, Harrahs

Customer and supplier
intimacy

Use information systems to develop strong ties and loyalty with
customers and suppliers

Chrysler Corporation
Amazon.com

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I N T E R A C T I V E S E S S I O N : O R G A N I Z AT I O N S
HOW MUCH DO CREDIT CARD COMPANIES KNOW ABOUT YOU?
When Kevin Johnson returned from his honeymoon,
a letter from American Express was waiting for him.
The letter informed Johnson that AmEx was slashing his credit limit by 60 percent. Why? Not because
Johnson missed a payment or had bad credit. The
letter stated: Other customers who have used their
card at establishments where you recently shopped,
have a poor repayment history with American
Express. Johnson had started shopping at Walmart.
Welcome to the new era of credit card profiling.
Every time you make a purchase with a credit
card, a record of that sale is logged into a massive
data repository maintained by the card issuer. Each
purchase is assigned a four-digit category code that
describes the type of purchase that was made.
There are separate codes for grocery stores, fast food
restaurants, doctors, bars, bail and bond payments,
and dating and escort services. Taken together, these
codes allow credit card companies to learn a great
deal about each of its customers at a glance.
Credit card companies use these data for multiple
purposes. First, they use them to target future
promotions for additional products more accurately.
Users that purchase airline tickets might receive
promotions for frequent flyer miles, for example.
The data help card issuers guard against credit card
fraud by identifying purchases that appear unusual
compared to a cardholders normal purchase history.
The card companies also flag users who frequently
charge more than their credit limit or demonstrate
erratic spending habits. Lastly, these records are
used by law enforcement agencies to track down
criminals.
Credit card holders with debt, the ones who never
fully pay off their balances entirely and thus have to
pay monthly interest charges and other fees, have
been a major source of profit for credit card issuers.
However, the recent financial crisis and credit
crunch have turned them into a mounting liability
because so many people are defaulting on their
payments and even filing for bankruptcy. So the
credit card companies are now focusing on mining
credit card data to predict cardholders posing the
highest risk.
Using mathematical formulas and insights from
behavioral science, these companies are developing
more fine-grained profiles to help them get inside the
heads of their customers. The data provide new

insights about the relationship of certain types of purchases to a customers ability or inability to pay off
credit card balances and other debt. The card-issuing
companies now use this information to deny credit
card applications or shrink the amount of credit available to high-risk customers.
These companies are generalizing based on
certain types of purchases that may unfairly characterize responsible cardholders as risky. Purchases of
secondhand clothing, bail bond services, massages,
or gambling might cause card issuers to identify you
as a risk, even if you maintain your balance responsibly from month to month. Other behaviors that
raise suspicion: using your credit card to get your
tires re-treaded, to pay for drinks at a bar, to pay for
marriage counseling, or to obtain a cash advance.
Charged speeding tickets raise suspicion because
they may indicate an irrational or impulsive personality. In light of the sub-prime mortgage crisis, credit
card companies have even begun to consider individuals from Florida, Nevada, California, and other
states hardest hit by foreclosures to be risks simply
by virtue of their state of residence.
The same fine-grained profiling also identifies the
most reliable credit-worthy cardholders. For example, the credit card companies found that people
who buy high-quality bird seed and snow rakes to
sweep snow off of their roofs are very likely to pay
their debts and never miss payments. Credit card
companies are even using their detailed knowledge
of cardholder behavior to establish personal connections with the clients that owe them money and
convince them to pay off their balances.
One 49-year old woman from Missouri in the
throes of a divorce owed $40,000 to various credit
card companies at one point, including $28,000 to
Bank of America. A Bank of America customer service representative studied the womans profile and
spoke to her numerous times, even pointing out one
instance where she was erroneously charged twice.
The representative forged a bond with the cardholder, and as a result she paid back the entire
$28,000 she owed, (even though she failed to repay
much of the remainder that she owed to other credit
card companies.)
This example illustrates something the credit card
companies now know: when cardholders feel more
comfortable with companies, as a result of a good

Chapter 3 Information Systems, Organizations, and Strategy

relationship with a customer service rep or for any
other reason, theyre more likely to pay their debts.
Its common practice for credit card companies to
use this information to get a better idea of consumer
trends, but should they be able to use it to preemptively deny credit or adjust terms of agreements?
Law enforcement is not permitted to profile individuals, but it appears that credit card companies are
doing just that.
In June 2008, the FTC filed a lawsuit against
CompuCredit, a sub-prime credit card marketer.
CompuCredit had been using a sophisticated behavioral scoring model to identify customers who they
considered to have risky purchasing behaviors and
lower these customers credit limits. CompuCredit
settled the suit by crediting $114 million to the
accounts of these supposedly risky customers and
paid a $2.5 million penalty.
Congress is investigating the extent to which
credit card companies use profiling to determine
interest rates and policies for their cardholders.
The new credit card reform law signed by President

CASE STUDY QUESTIONS
1 . What competitive strategy are the credit card
companies pursuing? How do information systems
support that strategy?
2. What are the business benefits of analyzing
customer purchase data and constructing
behavioral profiles?
3. Are these practices by credit card companies
ethical? Are they an invasion of privacy? Why or
why not?

101

Barack Obama in May 2009 requires federal regulators to investigate this. Regulators must also determine whether minority cardholders were adversely
profiled by these criteria. The new legislation also
bars card companies from raising interest rates at
any time and for any reason on their customers.
Going forward, youre likely to receive far fewer
credit card solicitations in the mail and fewer offers
of interest-free cards with rates that skyrocket after
an initial grace period. Youll also see fewer policies
intended to trick or deceive customers, like cashback rewards for unpaid balances, which actually
encourage cardholders not to pay what they owe.
But the credit card companies say that to compensate for these changes, theyll need to raise rates
across the board, even for good customers.
Sources: Betty Schiffman, Who Knows You Better? Your Credit
Card Company or Your Spouse? Daily Finance, April 13, 2010;
Charles Duhigg, What Does Your Credit-Card Company Know
about You? The New York Times, June 17, 2009; and
CreditCards.com, Can Your Lifestyle Hurt Your Credit? MSN
Money, June 30, 2009.Boudette.

MIS IN ACTION
1. If you have a credit card, make a detailed list of all
of your purchases for the past six months. Then
write a paragraph describing what credit card
companies learned about your interests and
behavior from these purchases.
2. How would this information benefit the credit
card companies? What other companies would be
interested?

Enables new substitutes to emerge with new approaches to meeting needs and performing functions

Customers bargaining power

Availability of global price and product information shifts bargaining power to customers

Suppliers bargaining power

Procurement over the Internet tends to raise bargaining power over suppliers; suppliers can also benefit
from reduced barriers to entry and from the elimination of distributors and other intermediaries standing
between them and their users

Threat of new entrants

The Internet reduces barriers to entry, such as the need for a sales force, access to channels, and physical
assets; it provides a technology for driving business processes that makes other things easier to do

Positioning and rivalry among
existing competitors

Widens the geographic market, increasing the number of competitors, and reducing differences among
competitors; makes it more difficult to sustain operational advantages; puts pressure to compete on price

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The Internet has nearly destroyed some industries and has severely threatened more. For instance, the printed encyclopedia industry and the travel
agency industry have been nearly decimated by the availability of substitutes
over the Internet. Likewise, the Internet has had a significant impact on the
retail, music, book, retail brokerage, software, telecommunications, and newspaper industries.
However, the Internet has also created entirely new markets, formed the
basis for thousands of new products, services, and business models, and provided new opportunities for building brands with very large and loyal customer
bases. Amazon, eBay, iTunes, YouTube, Facebook, Travelocity, and Google are
examples. In this sense, the Internet is transforming entire industries, forcing
firms to change how they do business.
The Interactive Session on Technology provides more detail on the transformation of the content and media industries. For most forms of media, the
Internet has posed a threat to business models and profitability. Growth in book
sales other than textbooks and professional publications has been sluggish, as
new forms of entertainment continue to compete for consumers time.
Newspapers and magazines have been hit even harder, as their readerships
diminish, their advertisers shrink, and more people get their news for free
online. The television and film industries have been forced to deal with pirates
who are robbing them of some of their profits.
When Apple announced the launch of its new iPad tablet computer, leaders
in all of these media saw not only a threat but also a significant opportunity. In
fact, the iPad and similar mobile devices may be the saviorif traditional media
can strike the right deal with technology providers like Apple and Google. And
the iPad may be a threat for companies that fail to adjust their business models
to a new method of providing content to users.

THE BUSINESS VALUE CHAIN MODEL
Although the Porter model is very helpful for identifying competitive forces
and suggesting generic strategies, it is not very specific about what exactly to
do, and it does not provide a methodology to follow for achieving competitive
advantages. If your goal is to achieve operational excellence, where do you
start? Heres where the business value chain model is helpful.
The value chain model highlights specific activities in the business where
competitive strategies can best be applied (Porter, 1985) and where information
systems are most likely to have a strategic impact. This model identifies
specific, critical leverage points where a firm can use information technology
most effectively to enhance its competitive position. The value chain model
views the firm as a series or chain of basic activities that add a margin of value
to a firms products or services. These activities can be categorized as either
primary activities or support activities (see Figure 3-11 on p. 105).
Primary activities are most directly related to the production and distribution of the firms products and services, which create value for the customer.
Primary activities include inbound logistics, operations, outbound logistics,
sales and marketing, and service. Inbound logistics includes receiving and
storing materials for distribution to production. Operations transforms inputs
into finished products. Outbound logistics entails storing and distributing
finished products. Sales and marketing includes promoting and selling the
firms products. The service activity includes maintenance and repair of the
firms goods and services.

Chapter 3 Information Systems, Organizations, and Strategy

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IS THE IPAD A DISRUPTIVE TECHNOLOGY?
Tablet computers have come and gone several times
before, but the iPad looks like it will be different. It
has a gorgeous 10-inch color display, a persistent WiFi Internet connection, potential use of high-speed
cellular networks, functionality from over 250,000
applications available on Apples App Store, and the
ability to deliver video, music, text, social networking
applications, and video games. Its entry-level price is
just $499. The challenge for Apple is to convince
potential users that they need a new, expensive gadget with the functionality that the iPad provides. This
is the same challenge faced by the iPhone when it
was first announced. As it turned out, the iPhone
was a smashing success that decimated the sales of
traditional cell phones throughout the world. Will the
iPad do likewise as a disruptive technology for the
media and content industries? It looks like it is on its
way.
The iPad has some appeal to mobile business
users, but most experts believe it will not supplant
laptops or netbooks. It is in the publishing and media
industries where its disruptive impact will first be
felt.
The iPad and similar devices (including the Kindle
Reader) will force many existing media businesses to
change their business models significantly. These
companies may need to stop investing in their
traditional delivery platforms (like newsprint) and
increase their investments in the new digital
platform. The iPad will spur people to watch TV on
the go, rather than their television set at home, and
to read their books, newspapers, and magazines
online rather than in print.
Publishers are increasingly interested in e-books
as a way to revitalize stagnant sales and attract new
readers. The success of Amazons Kindle has spurred
growth in e-book sales to over $91 million wholesale
in the first quarter of 2010. Eventually, e-books could
account for 25 to 50 percent of all books sold.
Amazon, the technology platform provider and the
largest distributor of books in the world, has
exercised its new power by forcing publishers to sell
e-books at $9.95, a price too low for publishers to
profit. Publishers are now refusing to supply new
books to Amazon unless it raises prices, and Amazon
is starting to comply.
The iPad enters this marketplace ready to
compete with Amazon over e-book pricing and

distribution. Amazon has committed itself to offering
the lowest possible prices, but Apple has appealed to
publishers by announcing its intention to offer a
tiered pricing system, giving publishers the opportunity to participate more actively in the pricing of
their books. Apple has agreed with publishers to
charge $12 to $14 for e-books, and to act as an agent
selling books (with a 30% fee on all e-book sales)
rather than a book distributor. Publishers like this
arrangement, but worry about long-term pricing
expectations, hoping to avoid a scenario where
readers come to expect $9.99 e-books as the standard.
Textbook publishers are also eager to establish
themselves on the iPad. Many of the largest textbook
publishers have struck deals with software firms like
ScrollMotion, Inc. to adapt their books for e-book
readers. In fact, Apple CEO Steve Jobs designed the
iPad with use in schools in mind, and interest on the
part of schools in technology like the iPad has been
strong. ScrollMotion already has experience using
the Apple application platform for the iPhone, so the
company is uniquely qualified to convert existing
files provided by publishers into a format readable by
the iPad and to add additional features, like a dictionary, glossary, quizzes, page numbers, a search function, and high-quality images.
Newspapers are also excited about the iPad, which
represents a way for them to continue charging for
all of the content that they have been forced to make
available online. If the iPad becomes as popular as
other hit products from Apple, consumers are more
likely to pay for content using that device. The
successes of the App Store on the iPhone and of the
iTunes music store attest to this. But the experience
of the music industry with iTunes also gives all print
media reason to worry. The iTunes music store
changed the consumer perception of albums and
music bundles. Music labels used to make more
money selling 12 songs on an album than they did
selling popular singles. Now consumers have
drastically reduced their consumption of albums,
preferring to purchase and download one song at a
time. A similar fate may await print newpapers,
which are bundles of news articles, many of which
are unread.
Apple has also approached TV networks and movie
studios about offering access to some of their top
shows and movies for a monthly fee, but as of yet the

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bigger media companies have not responded to
Apples overture. Of course, if the iPad becomes
sufficiently popular, that will change, but currently
media networks would prefer not to endanger their
strong and lucrative partnerships with cable and satellite TV providers. (See the chapter-ending case study.)
And what about Apples own business model?
Apple previously believed content was less important than the popularity of its devices. Now, Apple
understands that it needs high-quality content from
all the types of media it offers on its devices to be
truly successful. The companys new goal is to make
deals with each media industry to distribute the
content that users want to watch at a price agreed to
by the content owners and the platform owners
(Apple). The old attitudes of Apple (Rip, burn,

CASE STUDY QUESTIONS
1. Evaluate the impact of the iPad using Porters
competitive forces model.
2. What makes the iPad a disruptive technology?
Who are likely to be the winners and losers if the
iPad becomes a hit? Why?
3. Describe the effects that the iPad is likely to have
on the business models of Apple, content creators,
and distributors.

distribute), which were designed to sell devices are
a thing of the past. In this case of disruptive technology, even the disruptors have been forced to change
their behaviors.
Sources: Ken Auletta, Publish or Perish, The New Yorker, April 26,
2010; Yukari Iwatani Kane and Sam Schechner, Apple Races to
Strike Content Deals Ahead of IPad Release, The Wall Street
Journal, March 18, 2010; Motoko Rich, Books on iPad Offer
Publishers a Pricing Edge, The New York Times, January 28, 2010;
Jeffrey A. Trachtenberg and Yukari Iwatani Kane, Textbook Firms
Ink Deals for iPad, The Wall Street Journal, February 2, 2010; Nick
Bilton, Three Reasons Why the IPad Will Kill Amazons Kindle,
The New York Times, January 27, 2010; Jeffrey A Trachtenberg,
Apple Tablet Portends Rewrite for Publishers, The Wall Street
Journal, January 26, 2010; Brad Stone and Stephanie Clifford, With
Apple Tablet, Print Media Hope for a Payday, The New York Times,
January 26, 2010; Yukari Iwatani Kane, Apple Takes Big Gamble on
New iPad, The Wall Street Journal, January 25, 2010; and Anne
Eisenberg, Devices to Take Textbooks Beyond Text, The New York
Times, December 6, 2009.

MIS IN ACTION
Visit Apples site for the iPad and the Amazon.com
site for the Kindle. Review the features and specifications of each device. Then answer the following
questions:
1. How powerful is the iPad? How useful is it for
reading books, newspapers or magazines, for
surfing the Web, and for watching video? Can you
identify any shortcomings of the device?
2. Compare the capabilities of the Kindle to the iPad.
Which is a better device for reading books?
Explain your answer.
3. Would you like to use an iPad or Kindle for the
books you use in your college courses or read for
pleasure instead of traditional print publications?
Why or why not?

Support activities make the delivery of the primary activities possible and
consist of organization infrastructure (administration and management),
human resources (employee recruiting, hiring, and training), technology
(improving products and the production process), and procurement (purchasing input).
Now you can ask at each stage of the value chain, How can we use information systems to improve operational efficiency, and improve customer and
supplier intimacy? This will force you to critically examine how you perform
value-adding activities at each stage and how the business processes might be
improved. You can also begin to ask how information systems can be used to
improve the relationship with customers and with suppliers who lie outside the
firms value chain but belong to the firms extended value chain where they are
absolutely critical to your success. Here, supply chain management systems

This figure provides examples of systems for both primary and support activities of a firm and of its
value partners that can add a margin of value to a firms products or services.

that coordinate the flow of resources into your firm, and customer relationship
management systems that coordinate your sales and support employees with
customers, are two of the most common system applications that result from a
business value chain analysis. We discuss these enterprise applications in detail
later in Chapter 9.
Using the business value chain model will also cause you to consider
benchmarking your business processes against your competitors or others in
related industries, and identifying industry best practices. Benchmarking
involves comparing the efficiency and effectiveness of your business processes
against strict standards and then measuring performance against those
standards. Industry best practices are usually identified by consulting companies, research organizations, government agencies, and industry associations as
the most successful solutions or problem-solving methods for consistently and
effectively achieving a business objective.
Once you have analyzed the various stages in the value chain at your
business, you can come up with candidate applications of information systems.
Then, once you have a list of candidate applications, you can decide which to
develop first. By making improvements in your own business value chain that
your competitors might miss, you can achieve competitive advantage by
attaining operational excellence, lowering costs, improving profit margins, and
forging a closer relationship with customers and suppliers. If your competitors
are making similar improvements, then at least you will not be at a competitive
disadvantagethe worst of all cases!

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E x t e n d i n g t h e Va l u e C h a i n : T h e Va l u e We b
Figure 3-11 shows that a firms value chain is linked to the value chains of its
suppliers, distributors, and customers. After all, the performance of most firms
depends not only on what goes on inside a firm but also on how well the firm
coordinates with direct and indirect suppliers, delivery firms (logistics partners,
such as FedEx or UPS), and, of course, customers.
How can information systems be used to achieve strategic advantage at the
industry level? By working with other firms, industry participants can use
information technology to develop industry-wide standards for exchanging
information or business transactions electronically, which force all market
participants to subscribe to similar standards. Such efforts increase efficiency,
making product substitution less likely and perhaps raising entry coststhus
discouraging new entrants. Also, industry members can build industry-wide,
IT-supported consortia, symposia, and communications networks to coordinate
activities concerning government agencies, foreign competition, and competing industries.
Looking at the industry value chain encourages you to think about how to
use information systems to link up more efficiently with your suppliers,
strategic partners, and customers. Strategic advantage derives from your
ability to relate your value chain to the value chains of other partners in the
process. For instance, if you are Amazon.com, you want to build systems
that:
Make it easy for suppliers to display goods and open stores on the Amazon
site
Make it easy for customers to pay for goods
Develop systems that coordinate the shipment of goods to customers
Develop shipment tracking systems for customers

Internet technology has made it possible to create highly synchronized
industry value chains called value webs. A value web is a collection of
independent firms that use information technology to coordinate their value
chains to produce a product or service for a market collectively. It is more
customer driven and operates in a less linear fashion than the traditional value
chain.
Figure 3-12 shows that this value web synchronizes the business processes of
customers, suppliers, and trading partners among different companies in an
industry or in related industries. These value webs are flexible and adaptive to
changes in supply and demand. Relationships can be bundled or unbundled in
response to changing market conditions. Firms will accelerate time to market
and to customers by optimizing their value web relationships to make quick
decisions on who can deliver the required products or services at the right price
and location.

SYNERGIES, CORE COMPETENCIES, AND NETWORKBASED STRATEGIES
A large corporation is typically a collection of businesses. Often, the firm is
organized financially as a collection of strategic business units and the returns
to the firm are directly tied to the performance of all the strategic business
units. Information systems can improve the overall performance of these
business units by promoting synergies and core competencies.

The value web is a networked system that can synchronize the value chains of business partners
within an industry to respond rapidly to changes in supply and demand.

Synergies
The idea of synergies is that when the output of some units can be used as
inputs to other units, or two organizations pool markets and expertise, these
relationships lower costs and generate profits. Recent bank and financial firm
mergers, such as the merger of JP Morgan Chase and Bank of New York as well
as Bank of America and Countrywide Financial Corporation occurred precisely
for this purpose.
One use of information technology in these synergy situations is to tie
together the operations of disparate business units so that they can act as a
whole. For example, acquiring Countrywide Financial enabled Bank of America
to extend its mortgage lending business and to tap into a large pool of new customers who might be interested in its credit card, consumer banking, and other
financial products. Information systems would help the merged companies
consolidate operations, lower retailing costs, and increase cross-marketing of
financial products.

Enhancing Core Competencies
Yet another way to use information systems for competitive advantage is to
think about ways that systems can enhance core competencies. The argument
is that the performance of all business units will increase insofar as these
business units develop, or create, a central core of competencies. A core competency is an activity for which a firm is a world-class leader. Core competencies may involve being the worlds best miniature parts designer, the best
package delivery service, or the best thin-film manufacturer. In general, a core
competency relies on knowledge that is gained over many years of practical

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field experience with a technology. This practical knowledge is typically supplemented with a long-term research effort and committed employees.
Any information system that encourages the sharing of knowledge across
business units enhances competency. Such systems might encourage or
enhance existing competencies and help employees become aware of new
external knowledge; such systems might also help a business leverage existing
competencies to related markets.
For example, Procter &amp; Gamble, a world leader in brand management and
consumer product innovation, uses a series of systems to enhance its core
competencies. Some of these systems for collaboration were introduced in the
Chapter 2 ending case study. An intranet called InnovationNet helps people
working on similar problems share ideas and expertise. InnovationNet connects
those working in research and development (R&amp;D), engineering, purchasing,
marketing, legal affairs, and business information systems around the world,
using a portal to provide browser-based access to documents, reports, charts,
videos, and other data from various sources. It includes a directory of subject
matter experts who can be tapped to give advice or collaborate on problem solving and product development, and links to outside research scientists and
entrepreneurs who are searching for new, innovative products worldwide.

Network-Based Strategies
The availability of Internet and networking technology have inspired strategies
that take advantage of firms abilities to create networks or network with each
other. Network-based strategies include the use of network economics, a virtual
company model, and business ecosystems.

Network Economics. Business models based on a network may help firms
strategically by taking advantage of network economics. In traditional
economicsthe economics of factories and agricultureproduction
experiences diminishing returns. The more any given resource is applied to
production, the lower the marginal gain in output, until a point is reached
where the additional inputs produce no additional outputs. This is the law of
diminishing returns, and it is the foundation for most of modern economics.
In some situations, the law of diminishing returns does not work. For
instance, in a network, the marginal costs of adding another participant are
about zero, whereas the marginal gain is much larger. The larger the number of
subscribers in a telephone system or the Internet, the greater the value to all
participants because each user can interact with more people. It is not much
more expensive to operate a television station with 1,000 subscribers than with
10 million subscribers. The value of a community of people grows with size,
whereas the cost of adding new members is inconsequential.
From this network economics perspective, information technology can be
strategically useful. Internet sites can be used by firms to build communities of
userslike-minded customers who want to share their experiences. This builds
customer loyalty and enjoyment, and builds unique ties to customers. EBay,
the giant online auction site, and iVillage, an online community for women, are
examples. Both businesses are based on networks of millions of users, and both
companies have used the Web and Internet communication tools to build
communities. The more people offering products on eBay, the more valuable
the eBay site is to everyone because more products are listed, and more
competition among suppliers lowers prices. Network economics also provides
strategic benefits to commercial software vendors. The value of their software
and complementary software products increases as more people use them, and

Chapter 3 Information Systems, Organizations, and Strategy

there is a larger installed base to justify continued use of the product and
vendor support.

Virtual Company Model. Another network-based strategy uses the model of a
virtual company to create a competitive business. A virtual company, also
known as a virtual organization, uses networks to link people, assets, and ideas,
enabling it to ally with other companies to create and distribute products and
services without being limited by traditional organizational boundaries or
physical locations. One company can use the capabilities of another company
without being physically tied to that company. The virtual company model is
useful when a company finds it cheaper to acquire products, services, or
capabilities from an external vendor or when it needs to move quickly to
exploit new market opportunities and lacks the time and resources to respond
on its own.
Fashion companies, such as GUESS, Ann Taylor, Levi Strauss, and Reebok,
enlist Hong Kong-based Li &amp; Fung to manage production and shipment of their
garments. Li &amp; Fung handles product development, raw material sourcing, production planning, quality assurance, and shipping. Li &amp; Fung does not own any
fabric, factories, or machines, outsourcing all of its work to a network of more
than 7,500 suppliers in 37 countries all over the world. Customers place orders
to Li &amp; Fung over its private extranet. Li &amp; Fung then sends instructions to
appropriate raw material suppliers and factories where the clothing is
produced. The Li &amp; Fung extranet tracks the entire production process for each
order.
Working as a virtual company keeps Li &amp; Fung flexible and adaptable so that
it can design and produce the products ordered by its clients in short order to
keep pace with rapidly changing fashion trends.
Business Ecosystems: Keystone and Niche Firms. The Internet and the
emergence of digital firms call for some modification of the industry
competitive forces model. The traditional Porter model assumes a relatively
static industry environment; relatively clear-cut industry boundaries; and a
relatively stable set of suppliers, substitutes, and customers, with the focus on
industry players in a market environment. Instead of participating in a single
industry, some of todays firms are much more aware that they participate in
industry setscollections of industries that provide related services and
products (see Figure 3-13). Business ecosystem is another term for these
loosely coupled but interdependent networks of suppliers, distributors,
outsourcing firms, transportation service firms, and technology manufacturers
(Iansiti and Levien, 2004).
The concept of a business ecosystem builds on the idea of the value web
described earlier, the main difference being that cooperation takes place across
many industries rather than many firms. For instance, both Microsoft and
Walmart provide platforms composed of information systems, technologies, and
services that thousands of other firms in different industries use to enhance
their own capabilities. Microsoft has estimated that more than 40,000 firms use
its Windows platform to deliver their own products, support Microsoft products,
and extend the value of Microsofts own firm. Walmarts order entry and inventory management system is a platform used by thousands of suppliers to obtain
real-time access to customer demand, track shipments, and control inventories.
Business ecosystems can be characterized as having one or a few keystone
firms that dominate the ecosystem and create the platforms used by other niche
firms. Keystone firms in the Microsoft ecosystem include Microsoft and technology producers such as Intel and IBM. Niche firms include thousands of software

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FIGURE 3-13

AN ECOSYSTEM STRATEGIC MODEL

The digital firm era requires a more dynamic view of the boundaries among industries, firms,
customers, and suppliers, with competition occurring among industry sets in a business ecosystem.
In the ecosystem model, multiple industries work together to deliver value to the customer. IT plays an
important role in enabling a dense network of interactions among the participating firms.

application firms, software developers, service firms, networking firms, and
consulting firms that both support and rely on the Microsoft products.
Information technology plays a powerful role in establishing business
ecosystems. Obviously, many firms use information systems to develop into
keystone firms by building IT-based platforms that other firms can use.
In the digital firm era, we can expect greater emphasis on the use of IT to
build industry ecosystems because the costs of participating in such ecosystems will fall and the benefits to all firms will increase rapidly as the
platform grows.
Individual firms should consider how their information systems will enable
them to become profitable niche players in larger ecosystems created by
keystone firms. For instance, in making decisions about which products to build
or which services to offer, a firm should consider the existing business ecosystems related to these products and how it might use IT to enable participation
in these larger ecosystems.
A powerful, current example of a rapidly expanding ecosystem is the mobile
Internet platform. In this ecosystem there are four industries: device makers
(Apple iPhone, RIM BlackBerry, Motorola, LG, and others), wireless telecommunication firms (AT&amp;T, Verizon, T-Mobile, Sprint, and others), independent
software applications providers (generally small firms selling games, applications, and ring tones), and Internet service providers (who participate as
providers of Internet service to the mobile platform).
Each of these industries has its own history, interests, and driving forces. But
these elements come together in a sometimes cooperative, and sometimes
competitive, new industry we refer to as the mobile digital platform ecosystem.
More than other firms, Apple has managed to combine these industries into a
system. It is Apples mission to sell physical devices (iPhones) that are nearly
as powerful as todays personal computers. These devices work only with a
high-speed broadband network supplied by the wireless phone carriers. In
order to attract a large customer base, the iPhone had to be more than just a cell
phone. Apple differentiated this product by making it a smart phone, one

Chapter 3 Information Systems, Organizations, and Strategy

capable of running thousands of different, useful applications. Apple could not
develop all these applications itself. Instead it relies on generally small,
independent software developers to provide these applications, which can be
purchased at the iTunes store. In the background is the Internet service
provider industry, which makes money whenever iPhone users connect to the
Internet.

3.4

USING SYSTEMS FOR COMPETITIVE
ADVANTAGE: MANAGEMENT ISSUES

Strategic information systems often change the organization as well as its
products, services, and operating procedures, driving the organization into new
behavioral patterns. Successfully using information systems to achieve a
competitive advantage is challenging and requires precise coordination of
technology, organizations, and management.

SUSTAINING COMPETITIVE ADVANTAGE
The competitive advantages that strategic systems confer do not necessarily
last long enough to ensure long-term profitability. Because competitors can
retaliate and copy strategic systems, competitive advantage is not always
sustainable. Markets, customer expectations, and technology change; globalization has made these changes even more rapid and unpredictable. The
Internet can make competitive advantage disappear very quickly because
virtually all companies can use this technology. Classic strategic systems,
such as American Airliness SABRE computerized reservation system,
Citibanks ATM system, and FedExs package tracking system, benefited by
being the first in their industries. Then rival systems emerged. Amazon.com
was an e-commerce leader but now faces competition from eBay, Yahoo, and
Google. Information systems alone cannot provide an enduring business
advantage. Systems originally intended to be strategic frequently become
tools for survival, required by every firm to stay in business, or they may
inhibit organizations from making the strategic changes essential for future
success.

ALIGNING IT WITH BUSINESS OBJECTIVES
The research on IT and business performance has found that (a) the more
successfully a firm can align information technology with its business goals, the
more profitable it will be, and (b) only one-quarter of firms achieve alignment
of IT with the business. About half of a business firms profits can be explained
by alignment of IT with business (Luftman, 2003).
Most businesses get it wrong: Information technology takes on a life of its
own and does not serve management and shareholder interests very well.
Instead of business people taking an active role in shaping IT to the enterprise,
they ignore it, claim not to understand IT, and tolerate failure in the IT area as
just a nuisance to work around. Such firms pay a hefty price in poor
performance. Successful firms and managers understand what IT can do and
how it works, take an active role in shaping its use, and measure its impact on
revenues and profits.

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Management Checklist:Per forming a Strategic Systems
Analysis
To align IT with the business and use information systems effectively for
competitive advantage, managers need to perform a strategic systems analysis.
To identify the types of systems that provide a strategic advantage to their
firms, managers should ask the following questions:
1. What is the structure of the industry in which the firm is located?
What are some of the competitive forces at work in the industry? Are there
new entrants to the industry? What is the relative power of suppliers,
customers, and substitute products and services over prices?
Is the basis of competition quality, price, or brand?
What are the direction and nature of change within the industry?
From where are the momentum and change coming?
How is the industry currently using information technology? Is the organization behind or ahead of the industry in its application of information systems?
2. What are the business, firm, and industry value chains for this particular firm?
How is the company creating value for the customerthrough lower prices
and transaction costs or higher quality? Are there any places in the value
chain where the business could create more value for the customer and
additional profit for the company?
Does the firm understand and manage its business processes using the best
practices available? Is it taking maximum advantage of supply chain management, customer relationship management, and enterprise systems?
Does the firm leverage its core competencies?
Is the industry supply chain and customer base changing in ways that
benefit or harm the firm?
Can the firm benefit from strategic partnerships and value webs?
Where in the value chain will information systems provide the greatest value
to the firm?
3. Have we aligned IT with our business strategy and goals?
Have we correctly articulated our business strategy and goals?
Is IT improving the right business processes and activities to promote this
strategy?
Are we using the right metrics to measure progress toward those goals?

MANAGING STRATEGIC TRANSITIONS
Adopting the kinds of strategic systems described in this chapter generally
requires changes in business goals, relationships with customers and suppliers,
and business processes. These sociotechnical changes, affecting both social
and technical elements of the organization, can be considered strategic
transitionsa movement between levels of sociotechnical systems.
Such changes often entail blurring of organizational boundaries, both external
and internal. Suppliers and customers must become intimately linked and may
share each others responsibilities. Managers will need to devise new business
processes for coordinating their firms activities with those of customers, suppliers, and other organizations. The organizational change requirements surrounding new information systems are so important that they merit attention throughout this text. Chapter 14 examines organizational change issues in more detail.

Chapter 3 Information Systems, Organizations, and Strategy

3.5

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience identifying information systems to support a business strategy, analyzing organizational factors
affecting the information systems of merging companies, using a database to
improve decision making about business strategy, and using Web tools to
configure and price an automobile.

Management Decision Problems
1. Macys, Inc., through its subsidiaries, operates approximately 800 department
stores in the United States. Its retail stores sell a range of merchandise,
including adult and childrens apparel, accessories, cosmetics, home
furnishings, and housewares. Senior management has decided that Macys
needs to tailor merchandise more to local tastes, that the colors, sizes, brands,
and styles of clothing and other merchandise should be based on the sales
patterns in each individual Macys store. For example, stores in Texas might
stock clothing in larger sizes and brighter colors than those in New York, or the
Macys on Chicagos State Street might include a greater variety of makeup
shades to attract trendier shoppers. How could information systems help
Macys management implement this new strategy? What pieces of data should
these systems collect to help management make merchandising decisions that
support this strategy?
2. Todays US Airways is the result of a merger between US Airways and America
West Airlines. Before the merger, US Airways dated back to 1939 and had very
traditional business processes, a lumbering bureaucracy, and a rigid
information systems function that had been outsourced to Electronic Data
Systems. America West was formed in 1981 and had a younger workforce, a
more freewheeling entrepreneurial culture, and managed its own information
systems. The merger was designed to create synergies from US Airways
experience and strong network on the east coast of the United States with
America Wests low-cost structure, information systems, and routes in the
western United States. What features of organizations should management have
considered as it merged the two companies and their information systems?
What decisions need to be made to make sure the strategy works?

Improving Decision Making: Using a Database to
Clarify Business Strategy
Software skills: Database querying and reporting; database design
Business skills: Reservation systems; customer analysis
In this exercise, youll use database software to analyze the reservation transactions for a hotel and use that information to fine-tune the hotels business
strategy and marketing activities.
The Presidents Inn is a small three-story hotel on the Atlantic Ocean in Cape
May, New Jersey, a popular northeastern U.S. resort. Ten rooms overlook side
streets, 10 rooms have bay windows that offer limited views of the ocean, and
the remaining 10 rooms in the front of the hotel face the ocean. Room rates are
based on room choice, length of stay, and number of guests per room. Room
rates are the same for one to four guests. Fifth and sixth guests must pay an
additional $20 charge each per day. Guests staying for seven days or more
receive a 10-percent discount on their daily room rates.
Business has grown steadily during the past 10 years. Now totally renovated,
the inn uses a romantic weekend package to attract couples, a vacation package

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to attract young families, and a weekday discount package to attract business
travelers. The owners currently use a manual reservation and bookkeeping
system, which has caused many problems. Sometimes two families have been
booked in the same room at the same time. Management does not have
immediate data about the hotels daily operations and income.
In MyMISLab, you will find a database for hotel reservation transactions
developed in Microsoft Access. A sample is shown below, but the Web site may
have a more recent version of this database for this exercise.
Develop some reports that provide information to help management make
the business more competitive and profitable. Your reports should answer the
following questions:
What is the average length of stay per room type?
What is the average number of visitors per room type?
What is the base income per room (i.e., length of visit multiplied by the daily
rate) during a specified period of time?
What is the strongest customer base?

After answering these questions, write a brief report describing what the
database information reveals about the current business situation. Which
specific business strategies might be pursued to increase room occupancy and
revenue? How could the database be improved to provide better information
for strategic decisions?

I m p r o v i n g D e c i s i o n M a k i n g : U s i n g We b To o l s t o
Configure and Price an Automobile
Software skills: Internet-based software
Business skills: Researching product information and pricing
In this exercise, youll use software at Web sites for selling cars to find product
information about a car of your choice and use that information to make an
important purchase decision. Youll also evaluate two of these sites as selling
tools.
You are interested in purchasing a new Ford Focus. (If you are personally
interested in another car, domestic or foreign, investigate that one instead.)
Go to the Web site of CarsDirect (www.carsdirect.com) and begin your
investigation. Locate the Ford Focus. Research the various specific automobiles
available in that model and determine which you prefer. Explore the full details
about the specific car, including pricing, standard features, and options. Locate
and read at least two reviews if possible. Investigate the safety of that model

Chapter 3 Information Systems, Organizations, and Strategy

based on the U.S. government crash tests performed by the National Highway
Traffic Safety Administration if those test results are available. Explore the
features for locating a vehicle in inventory and purchasing directly. Finally,
explore the other capabilities of the CarsDirect site for financing.
Having recorded or printed the information you need from CarsDirect for
your purchase decision, surf the Web site of the manufacturer, in this case Ford
(www.ford.com). Compare the information available on Fords Web site with
that of CarsDirect for the Ford Focus. Be sure to check the price and any
incentives being offered (which may not agree with what you found at
CarsDirect). Next, find a local dealer on the Ford site so that you can view the
car before making your purchase decision. Explore the other features of Fords
Web site.
Try to locate the lowest price for the car you want in a local dealers
inventory. Which site would you use to purchase your car? Why? Suggest
improvements for the sites of CarsDirect and Ford.

LEARNING TRACK MODULE
The following Learning Track provides content relevant to topics covered in
this chapter.
1. The Changing Business Environment for Information Technology

Review Summary
1. Which features of organizations do managers need to know about to build and use information
systems successfully? What is the impact of information systems on organizations?
All modern organizations are hierarchical, specialized, and impartial, using explicit routines to
maximize efficiency. All organizations have their own cultures and politics arising from differences in
interest groups, and they are affected by their surrounding environment. Organizations differ in goals,
groups served, social roles, leadership styles, incentives, types of tasks performed, and type of
structure. These features help explain differences in organizations use of information systems.
Information systems and the organizations in which they are used interact with and influence each
other. The introduction of a new information system will affect organizational structure, goals, work
design, values, competition between interest groups, decision making, and day-to-day behavior. At the
same time, information systems must be designed to serve the needs of important organizational groups
and will be shaped by the organizations structure, business processes, goals, culture, politics, and
management. Information technology can reduce transaction and agency costs, and such changes have
been accentuated in organizations using the Internet. New systems disrupt established patterns of work
and power relationships, so there is often considerable resistance to them when they are introduced.
2 . How does Porters competitive forces model help companies develop competitive strategies using
information systems?
In Porters competitive forces model, the strategic position of the firm, and its strategies, are
determined by competition with its traditional direct competitors, but they are also greatly affected by
new market entrants, substitute products and services, suppliers, and customers. Information systems
help companies compete by maintaining low costs, differentiating products or services, focusing on
market niche, strengthening ties with customers and suppliers, and increasing barriers to market entry
with high levels of operational excellence.

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3. How do the value chain and value web models help businesses identify opportunities for strategic
information system applications?
The value chain model highlights specific activities in the business where competitive strategies and
information systems will have the greatest impact. The model views the firm as a series of primary and
support activities that add value to a firms products or services. Primary activities are directly related to
production and distribution, whereas support activities make the delivery of primary activities possible.
A firms value chain can be linked to the value chains of its suppliers, distributors, and customers. A value
web consists of information systems that enhance competitiveness at the industry level by promoting the use
of standards and industry-wide consortia, and by enabling businesses to work more efficiently with their
value partners.
4 . How do information systems help businesses use synergies, core competencies, and network-based
strategies to achieve competitive advantage?
Because firms consist of multiple business units, information systems achieve additional efficiencies or
enhance services by tying together the operations of disparate business units. Information systems help
businesses leverage their core competencies by promoting the sharing of knowledge across business units.
Information systems facilitate business models based on large networks of users or subscribers that take
advantage of network economics. A virtual company strategy uses networks to link to other firms so that a
company can use the capabilities of other companies to build, market, and distribute products and services.
In business ecosystems, multiple industries work together to deliver value to the customer. Information
systems support a dense network of interactions among the participating firms.
5. What are the challenges posed by strategic information systems and how should they be addressed?
Implementing strategic systems often requires extensive organizational change and a transition from one
sociotechnical level to another. Such changes are called strategic transitions and are often difficult and
painful to achieve. Moreover, not all strategic systems are profitable, and they can be expensive to build.
Many strategic information systems are easily copied by other firms so that strategic advantage is not always
sustainable.

Review Questions
1. Which features of organizations do managers need
to know about to build and use information
systems successfully? What is the impact of
information systems on organizations?
Define an organization and compare the
technical definition of organizations with the
behavioral definition.
Identify and describe the features of organizations that help explain differences in
organizations use of information systems.

Describe the major economic theories that
help explain how information systems affect
organizations.

Describe the major behavioral theories that
help explain how information systems affect
organizations.

Explain why there is considerable organizational resistance to the introduction of
information systems.

Chapter 3 Information Systems, Organizations, and Strategy

Describe the impact of the Internet and
disruptive technologies on organizations.
2. How does Porters competitive forces model help
companies develop competitive strategies using
information systems?
Define Porters competitive forces model and
explain how it works.
Describe what the competitive forces model
explains about competitive advantage.
List and describe four competitive strategies
enabled by information systems that firms
can pursue.
Describe how information systems can
support each of these competitive strategies
and give examples.
Explain why aligning IT with business
objectives is essential for strategic use of systems.
3. How do the value chain and value web models
help businesses identify opportunities for strategic information system applications?
Define and describe the value chain model.
Explain how the value chain model can be
used to identify opportunities for information
systems.
Define the value web and show how it is
related to the value chain.

Discussion Questions
1. It has been said that there is no such thing as a
sustainable strategic advantage. Do you agree?
Why or why not?
2. It has been said that the advantage that leadingedge retailers such as Dell and Walmart have over
their competition isnt technology; its their management. Do you agree? Why or why not?
3. What are some of the issues to consider in determining whether the Internet would provide your
business with a competitive advantage?

4. How do information systems help businesses
use synergies, core competences, and networkbased strategies to achieve competitive
advantage?
Explain how information systems promote
synergies and core competencies.
Describe how promoting synergies and core
competencies enhances competitive
advantage.
Explain how businesses benefit by using
network economics.
Define and describe a virtual company and
the benefits of pursuing a virtual company
strategy.
5. What are the challenges posed by strategic information systems and how should they be
addressed?
List and describe the management challenges
posed by strategic information systems.
Explain how to perform a strategic systems
analysis.

Video Cases
Video Cases and Instructional Videos illustrating
some of the concepts in this chapter are available.
Contact your instructor to access these videos.

Collaboration and Teamwork: Identifying Opportunities for Strategic
Information Systems
With your team of three or four students, select a
company described in The Wall Street Journal, Fortune,
Forbes, or another business publication. Visit the
companys Web site to find additional information
about that company and to see how the firm is using
the Web. On the basis of this information, analyze the
business. Include a description of the organizations
features, such as important business processes,
culture, structure, and environment, as well as its

business strategy. Suggest strategic information
systems appropriate for that particular business,
including those based on Internet technology, if
appropriate. If possible, use Google Sites to post links
to Web pages, team communication announcements,
and work assignments; to brainstorm; and to work
collaboratively on project documents. Try to use
Google Docs to develop a presentation of your
findings for the class.

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W ill TV Succumb to the Internet?
CASE STUDY

T

he Internet has transformed the music
industry. Sales of CDs in retail music stores
have been steadily declining while sales of
songs downloaded through the Internet to
iPods and other portable music players are skyrocketing. Moreover, the music industry is still contending
with millions of people illegally downloading songs for
free. Will the television industry experience a similar
fate?
Widespread use of high-speed Internet access,
powerful PCs with high-resolution display screens,
iPhones, iPads, other mobile handhelds, and leadingedge file-sharing services have made downloading of
video content from movies and television shows
faster and easier than ever. Free and often illegal
downloads of some TV shows are abundant. But the
Internet is also providing new ways for television
studios to distribute and sell their content, and they
are trying to take advantage of that opportunity.
YouTube, which started up in February 2005,
quickly became the most popular video-sharing Web
site in the world. Even though YouTubes original mission was to provide an outlet for amateur filmmakers,
clips of copyrighted Hollywood movies and television
shows soon proliferated on the YouTube Web site. It is
difficult to gauge how much proprietary content from
TV shows winds up on YouTube without the studios
permission. Viacom claimed in a 2008 lawsuit that
over 150,000 unauthorized clips of its copyrighted
television programs had appeared on YouTube.
YouTube tries to discourage its users from posting
illegal clips by limiting the length of videos to 10
minutes each and by removing videos when
requested by their copyright owner. YouTube has also
implemented Video ID filtering and digital fingerprinting technology that allows copyright owners to
compare the digital fingerprints of their videos with
material on YouTube and then flag infringing material. Using this technology, it is able to filter many
unauthorized videos before they appear on the
YouTube Web site. If infringing videos do make it
online, they can be tracked using Video ID.
The television industry is also striking back by
embracing the Internet as another delivery system
for its content. Television broadcast networks such as
NBC Universal, Fox, and CNN have put television
shows on their own Web sites. In March 2007, NBC
Universal, News Corp (the owner of Fox

Broadcasting), and ABC Inc. formed Hulu.com, a
Web site offering streaming video of television shows
and movies from NBC, Fox, ABC, Comedy Central,
PBS, USA Network, Bravo, FX, Speed, Sundance,
Oxygen, Onion News Network, and other networks.
Hulu also syndicates its hosting to other sites, including AOL, MSN, Facebook, MySpace, Yahoo!, and
Fancast.com, and allows users to embed Hulu clips
in their Web site. The site is supported by advertising
commercials, and much of its content is free to viewers. CBSs TV.com and Joost are other popular Web
television sites.
Content from all of these sites is viewable over
iPhones. Hulu has blocked services such as Boxee
that try to bring Hulu to TV screens, because that
would draw subscribers away from cable and satellite
companies, diminishing their revenue.
According to Hulu CEO Jason Kilar, Hulu has successfully brought online TV into the mainstream. It
dominates the market for online full-episode TV
viewing, with more than 44 million monthly visitors,
according to the online measurement firm comScore.
Monthly video streams more than tripled in 2009,
reaching over 900 million by January 2010.
What if there are so many TV shows available for
free on the Web that Hulu households cancel their
cable subscriptions to watch free TV online? Cable
service operators have begun worrying, especially
when the cable networks posted some of their
programming on the Web. By 2010, nearly 800,000
U.S. households had cut the cord, dumping their
cable, satellite, or high-speed television services from
telecom companies such as Verizons FiOS or AT&amp;Ts
U-verse. In their place, they turned to
Web-based videos from services such as Hulu, downloadable shows from iTunes, by-mail video subscription services such as Netflix, or even old-style overthe-air broadcast programming. Although the cord
cutters represent less than 1 percent of the 100
million U.S. households subscribing to a cable/
satellite/telco television service, the number of
cord-cutting U.S. households is predicted to double to
about 1.6 million. What if this trend continues?
In July 2009, cable TV operator Comcast
Corporation began a trial program to bring some of
Time Warners network shows, including TBSs My
Boys and TNTs The Closer, to the Web. Other cable
networks, including A&amp;E and the History Channel,
participated in the Comcast test.

Chapter 3 Information Systems, Organizations, and Strategy

By making more television shows available online,
but only for cable subscribers, the cable networks
hope to preserve and possibly expand the cable TV
subscription model in an increasingly digital world.
The vision is you can watch your favorite networks
programming on any screen, noted Time Warner
Chief Executive Jeff Bewkes. The system used in the
Comcast-Time Warner trial is interoperable with
cable service providers systems to authenticate
subscribers.
The same technology might also allow cable firms
to provide demographic data for more targeted ads
and perhaps more sophisticated advertising down the
road. Cable programmers stand to earn more advertising revenue from their online content because
viewers cant skip ads on TV programs streamed
from the Web as they do with traditional TV. Web
versions of some television shows in the
ComcastTime Warner trial program, including
TNTs The Closer, will carry the same number of ads
as seen on traditional TV, which amounts to more
than four times the ad load on many Internet sites,
including Hulu. Many hour-long shows available
online are able to accommodate five or six commercial breaks, each with a single 30-second ad. NBC
Universal Digital Entertainment has even streamed
episodes of series, including The Office, with two ads
per break. According to research firm eMarketer,
these Web-video ads will generate $1.5 billion in ad
revenue in 2010 and $2.1 billion in 2011.
For all its early success, Hulu is experiencing
growing pains. Although it had generated more than
$100 million in advertising revenue within two years,
it is still unprofitable. Hulus content suppliers
receive 50 to 70 percent of the advertising revenue
Hulu generates from their videos. Some of these
media companies have complained that this revenue
is very meager, even though use of Hulu has
skyrocketed. One major supplier, Viacom, withdrew
its programming from Hulu after failing to reach a
satisfactory agreement on revenue-sharing, depriving
Hulu viewers of such popular shows as The Daily
Show with Jon Stewart and The Colbert Report.
Other companies supplying Hulus content have
pressured the company to earn even more advertising dollars and to set up a subscription service
requiring consumers to pay a monthly fee to watch
at least some of the shows on the site. On June 29,
2010, Hulu launched such a service, called HuluPlus.
For $9.99 per month, paid subscribers get the entire
current season of Glee, The Office, House and other
shows from broadcasters ABC, Fox, and NBC, as well
as all the past seasons of several series. Hulu will

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continue to show a few recent episodes for free
online. Paying subscribers will get the same number
of ads as users of the free Web site in order to keep
the subscription cost low. Paying subscribers are also
able watch shows in high definition and on multiple
devices, including mobile phones and videogame
consoles as well as television screens.
Will all of this work out for the cable industry?
Its still too early to tell. Although the cable programming companies want an online presence to extend
their brands, they dont want to cannibalize TV
subscriptions or viewership ratings that generate
advertising revenue. Customers accustomed to
YouTube and Hulu may rebel if too many ads are
shown online. According to Oppenheimer analyst
Tim Horan, cable companies will start feeling the
impact of customers canceling subscriptions to view
online video and TV by 2012. Edward Woo, an
Internet and digital media analyst for Wedbush
Morgan Securities in Los Angeles, predicts that in a
few years, it should get extremely interesting. Hulu
and other Web TV and video sites will have much
deeper content, and the technology to deliver that
content to home viewers will be more advanced.
Sources: Ryan Nakashima, Hulu Launches $10 Video
Subscription Service, Associated Press, June 29, 2010; Ben
Patterson, Nearly 800,000 U.S. TV Households Cut the Cord,
Report Says, Yahoo! News, April 13, 2010; Brian Stelter and Brad
Stone, Successes (and Some Growing Pains) at Hulu, The New
York Times, March 31, 2010; Brian Stelter, Viacom and Hulu Part
Ways, The New York Times, March 2, 2010; Reinhardt Krause,
Cable TV Leaders Plot Strategy Vs. Free Programs on the Web,
Investors Business Daily, August 18, 2009; Sam Schechner and
Vishesh Kumar, TV Shows Bring Ads Online, The Wall Street
Journal, July 16, 2009; and Kevin Hunt, The Coming TV-Delivery
War: Cable vs. Internet, The Montana Standard, July 18, 2009.

CASE STUDY QUESTIONS
1. What competitive forces have challenged the
television industry? What problems have these
forces created?
2. Describe the impact of disruptive technology on
the companies discussed in this case.
3. How have the cable programming and delivery
companies responded to the Internet?
4. What management, organization, and technology
issues must be addressed to solve the cable
industrys problems?
5. Have the cable companies found a successful new
business model to compete with the Internet?
Why or why not?
6. If more television programs were available online,
would you cancel your cable subscription? Why or
why not?

Chapter 4

Ethical and Social Issues in
Information Systems
L EARNING OBJECTIVESS

CHAPTER OUTLINE

After reading this chapter, you
will be able to answer the
following questions:

4.1

1.

What ethical, social, and political
issues are raised by information
systems?

2.

What specific principles for conduct
can be used to guide ethical
decisions?

3.

Why do contemporary information
systems technology and the
Internet pose challenges to the
protection of individual privacy and
intellectual property?

4.2

4.

4.3

How have information systems
affected everyday life?

4.4

Interactive Sessions:
The Perils of Texting
Too Much Technology?

UNDERSTANDING ETHICAL AND SOCIAL
ISSUES RELATED TO SYSTEMS
A Model for Thinking About Ethical, Social, and
Political Issues
Five Moral Dimensions of the Information Age
Key Technology Trends that Raise Ethical Issues
ETHICS IN AN INFORMATION SOCIETY
Basic Concepts: Responsibility, Accountability, and
Liability
Ethical Analysis
Candidate Ethical Principles
Professional Codes of Conduct
Some Real-World Ethical Dilemmas
THE MORAL DIMENSIONS OF INFORMATION
SYSTEMS
Information Rights: Privacy and Freedom in the
Internet Age
Property Rights: Intellectual Property
Accountability, Liability, and Control
System Quality: Data Quality and System Errors
Quality of Life: Equity, Access, and Boundaries
HANDS-ON MIS PROJECTS
Management Decision Problems
Achieving Operational Excellence: Creating a Simple
Blog
Improving Decision Making: Using Internet
Newsgroups for Online Market Research

ver get the feeling somebody is trailing you on the Web, watching your every click?
Wonder why you start seeing display ads and pop-ups just after youve been scouring
the Web for a car, a dress, or cosmetic product? Well, youre right: your behavior is
being tracked, and you are being targeted on the Web so that you are exposed to
certain ads and not others. The Web sites you visit track the search engine queries you enter,
pages visited, Web content viewed, ads clicked, videos watched, content shared, and the
products you purchase. Google is the largest Web tracker, monitoring thousands of Web sites.
As one wag noted, Google knows more about you than your mother does. In March 2009,
Google began displaying ads on thousands of Google-related Web sites based on their previous
online activities. To parry a growing public resentment of behavioral targeting, Google said it
would give users the ability to see and edit the information that it has compiled about their
interests for the purposes of behavioral targeting.
Behavioral targeting seeks to increase the efficiency of online ads by using information that
Web visitors reveal about themselves online, and if possible, combine this with offline identity
and consumption information gathered by companies such as Acxiom. One of the original
promises of the Web was that it can deliver a marketing message tailored to each consumer
based on this data, and then measure the results in terms of click-throughs and purchases. The
technology used to implement online tracking is a combination of cookies, Flash cookies, and
Web beacons (also called Web bugs). Web beacons are small programs placed on your computer
when you visit any of thousands of Web sites. They report back to servers operated by the beacon owners the domains and Web pages you visited, what ads you clicked on, and other online
behaviors. A recent study of 20 million Web pages published by 2 million domains found Google,
Yahoo, Amazon, YouTube, Photobucket, and Flickr among the top 10 Web-bugging sites. Google
alone accounts for 20% of all Web bugs. The average home landing page at the top 100 Web
domains has over 50 tracking cookies and bugs. And you thought you were surfing alone?
Firms are experimenting with more precise targeting methods. Snapple used behavioral
targeting methods (with the help of an online ad firm Tacoda) to identify the types of people
attracted to Snapple Green Tea. Answer: people who like the arts and literature, travel internationally, and visit health sites. Microsoft offers MSN advertisers access to personal data derived
from 270 million worldwide Windows Live users. The goal of Web beacons and bugs is even more
granular: these tools can be used to identify your personal interests and behaviors so precisely targeted ads can be shown to you.
The growth in the power, reach, and
scope of behavioral targeting has drawn
the attention of privacy groups and the
Federal Trade Commission (FTC).
Currently, Web tracking is unregulated. In
November 2007, the FTC opened hearings
to consider proposals from privacy advocates to develop a do not track list, to
develop visual online cues to alert people
to tracking, and to allow people to opt out.
In the Senate, hearings on behavioral targeting were held throughout 2009 and the
first half of 2010 with attention shifting to
the privacy of personal location information. While Google, Microsoft, and Yahoo
pleaded for legislation to protect them
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from consumer lawsuits, the FTC refused to consider new legislation to protect
the privacy of Internet users. Instead, the FTC proposed industry self-regulation.
In 2009, a consortium of advertising firms (the Network Advertising Initiative)
responded positively to FTC-proposed principles to regulate online behavioral
advertising. In 2010, Congressional committees pressed leading Internet firms to
allow users more opportunities to turn off tracking tools, and to make users aware
on entry to a page that they are being tracked. In June 2010, the FTC announced it
is examining Facebook Inc.s efforts to protect user privacy.
All of these regulatory efforts emphasize transparency, user control over their
information, security, and the temporal stability of privacy promises (unannounced and sudden changes in information privacy may not be allowed).
Perhaps the central ethical and moral question is understanding what rights
individuals have in their own personally identifiable Internet profiles. Are these
ownership rights, or merely an interest in an underlying asset? How much
privacy are we willing to give up in order to receive more relevant ads? Surveys
suggest that over 70 percent of Americans do not want to receive targeted ads.
Sources: Web Bug Report, SecuritySpace, July, 2010; Miguel Helft, Technology Coalition
Seeks Stronger Privacy Laws, New York Times, March 30, 2010; Study Finds BehaviorallyTargeted Ads More Than Twice As Valuable, Twice as Effective As Non-targerted Online Ads,
Network Advertising Initiative, March 24, 2010; Steve Lohr, Redrawing the Route to Online
Privacy, New York Times, February 28, 2010; The Collection and Use of Location
Information for Commercial Purposes Hearings, U.S. House of Representatives, Committee
on Energy and Commerce, Subcommittee on Commerce, Trade and Consumer Protection,
February 24, 2010; Tom Krazit, Groups Call for New Checks on Behavioral Ad Data, CNET
News, September 1, 2009; Robert Mitchell, What Google Knows About You, Computerworld,
May 11, 2009; Stephanie Clifford, Many See Privacy on Web as Big Issue, Survey Says, The
New York Times, March 16, 2009; Miguel Helft, Google to Offer Ads Based on Interests, The
New York Times, March 11, 2009; and David Hallerman, Behavioral Targeting: Marketing
Trends, eMarketer, June 2008.

T

he growing use of behavioral targeting techniques described in the
chapter-opening case shows that technology can be a double-edged
sword. It can be the source of many benefits (by showing you ads relevant to
your interests) but it can also create new opportunities for invading your
privacy, and enabling the reckless use of that information in a variety of
decisions about you.
The chapter-opening diagram calls attention to important points raised by
this case and this chapter. Online advertising titans like Google, Microsoft, and
Yahoo are all looking for ways to monetize their huge collections of online
behavioral data. While search engine marketing is arguably the most effective
form of advertising in history, banner display ad marketing is highly inefficient
because it displays ads to everyone regardless of their interests. Hence the
search engine marketers cannot charge much for display ad space. However, by
tracking the online movements of 200 million U.S. Internet users, they can
develop a very clear picture of who you are, and use that information to show
you ads that might be of interest to you. This would make the marketing
process more efficient, and more profitable for all the parties involved.
But this solution also creates an ethical dilemma, pitting the monetary interests of the online advertisers and search engines against the interests of individuals to maintain a sense of control over their personal information and their
privacy. Two closely held values are in conflict here. As a manager, you will
need to be sensitive to both the negative and positive impacts of information
systems for your firm, employees, and customers. You will need to learn how to
resolve ethical dilemmas involving information systems.

Chapter 4 Ethical and Social Issues in Information Systems

4.1

UNDERSTANDING ETHICAL AND SOCIAL ISSUES
RELATED TO SYSTEMS

I

n the past 10 years, we have witnessed, arguably, one of the most ethically
challenging periods for U.S. and global business. Table 4-1 provides a small
sample of recent cases demonstrating failed ethical judgment by senior
and middle managers. These lapses in management ethical and business
judgment occurred across a broad spectrum of industries.
In todays new legal environment, managers who violate the law and are
convicted will most likely spend time in prison. U.S. federal sentencing guidelines
adopted in 1987 mandate that federal judges impose stiff sentences on business

One of the oldest American investment banks collapses in 2008. Lehman used information systems and
accounting sleight of hand to conceal its bad investments. Lehman also engaged in deceptive tactics to
shift investments off its books.

WG Trading Co. (2010)

Paul Greenwood, hedge fund manager and general partner at WG Trading, pled guilty to defrauding
investors of $554 million over 13 years; Greenwood has forfeited $331 million to the government and
faces up to 85 years in prison.

Major pharmaceutical firms paid billions of dollars to settle U.S. federal charges that executives fixed
clinical trials for antipsychotic and pain killer drugs, marketed them inappropriately to children, and
claimed unsubstantiated benefits while covering up negative outcomes. Firms falsified information in
reports and systems.

Galleon Group (2009)

Founder of the Galleon Group criminally charged with trading on insider information, paying $250 million
to Wall Street banks, and in return received market information that other investors did not get.

Siemens (2009)

The worlds largest engineering firm paid over $4 billion to German and U.S. authorities for a decades-long,
world-wide bribery scheme approved by corporate executives to influence potential customers and
governments. Payments concealed from normal reporting accounting systems.

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executives based on the monetary value of the crime, the presence of a conspiracy
to prevent discovery of the crime, the use of structured financial transactions to
hide the crime, and failure to cooperate with prosecutors (U.S. Sentencing
Commission, 2004).
Although in the past business firms would often pay for the legal defense of
their employees enmeshed in civil charges and criminal investigations, now
firms are encouraged to cooperate with prosecutors to reduce charges against
the entire firm for obstructing investigations. These developments mean that,
more than ever, as a manager or an employee, you will have to decide for
yourself what constitutes proper legal and ethical conduct.
Although these major instances of failed ethical and legal judgment were not
masterminded by information systems departments, information systems were
instrumental in many of these frauds. In many cases, the perpetrators of these
crimes artfully used financial reporting information systems to bury their
decisions from public scrutiny in the vain hope they would never be caught.
We deal with the issue of control in information systems in Chapter 8. In this
chapter, we talk about the ethical dimensions of these and other actions based
on the use of information systems.
Ethics refers to the principles of right and wrong that individuals, acting as
free moral agents, use to make choices to guide their behaviors. Information
systems raise new ethical questions for both individuals and societies because
they create opportunities for intense social change, and thus threaten existing
distributions of power, money, rights, and obligations. Like other technologies,
such as steam engines, electricity, the telephone, and the radio, information
technology can be used to achieve social progress, but it can also be used to
commit crimes and threaten cherished social values. The development of
information technology will produce benefits for many and costs for others.
Ethical issues in information systems have been given new urgency by the rise
of the Internet and electronic commerce. Internet and digital firm technologies
make it easier than ever to assemble, integrate, and distribute information,
unleashing new concerns about the appropriate use of customer information, the
protection of personal privacy, and the protection of intellectual property.
Other pressing ethical issues raised by information systems include establishing accountability for the consequences of information systems, setting standards to safeguard system quality that protects the safety of the individual and
society, and preserving values and institutions considered essential to the
quality of life in an information society. When using information systems, it is
essential to ask, What is the ethical and socially responsible course of action?

A MODEL FOR THINKING ABOUT ETHICAL, SOCIAL,
AND POLITICAL ISSUES
Ethical, social, and political issues are closely linked. The ethical dilemma you
may face as a manager of information systems typically is reflected in social
and political debate. One way to think about these relationships is given in
Figure 4-1. Imagine society as a more or less calm pond on a summer day, a
delicate ecosystem in partial equilibrium with individuals and with social and
political institutions. Individuals know how to act in this pond because social
institutions (family, education, organizations) have developed well-honed rules
of behavior, and these are supported by laws developed in the political sector
that prescribe behavior and promise sanctions for violations. Now toss a rock
into the center of the pond. What happens? Ripples, of course.

Chapter 4 Ethical and Social Issues in Information Systems
FIGURE 4-1

THE RELATIONSHIP BETWEEN ETHICAL, SOCIAL, AND POLITICAL
ISSUES IN AN INFORMATION SOCIETY

The introduction of new information technology has a ripple effect, raising new ethical, social, and
political issues that must be dealt with on the individual, social, and political levels. These issues have
five moral dimensions: information rights and obligations, property rights and obligations, system
quality, quality of life, and accountability and control.

Imagine instead that the disturbing force is a powerful shock of new information technology and systems hitting a society more or less at rest. Suddenly, individual actors are confronted with new situations often not covered by the old
rules. Social institutions cannot respond overnight to these ripplesit may take
years to develop etiquette, expectations, social responsibility, politically correct
attitudes, or approved rules. Political institutions also require time before developing new laws and often require the demonstration of real harm before they act. In
the meantime, you may have to act. You may be forced to act in a legal gray area.
We can use this model to illustrate the dynamics that connect ethical, social,
and political issues. This model is also useful for identifying the main moral
dimensions of the information society, which cut across various levels of
actionindividual, social, and political.

FIVE MORAL DIMENSIONS OF THE INFORMATION AGE
The major ethical, social, and political issues raised by information systems
include the following moral dimensions:
Information rights and obligations. What information rights do individuals and
organizations possess with respect to themselves? What can they protect?

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Property rights and obligations. How will traditional intellectual property rights
be protected in a digital society in which tracing and accounting for ownership
are difficult and ignoring such property rights is so easy?
Accountability and control. Who can and will be held accountable and liable for
the harm done to individual and collective information and property rights?
System quality. What standards of data and system quality should we demand to
protect individual rights and the safety of society?
Quality of life. What values should be preserved in an information- and
knowledge-based society? Which institutions should we protect from violation?
Which cultural values and practices are supported by the new information
technology?

We explore these moral dimensions in detail in Section 4.3.

KEY TECHNOLOGY TRENDS THAT RAISE ETHICAL
ISSUES
Ethical issues long preceded information technology. Nevertheless, information technology has heightened ethical concerns, taxed existing social arrangements, and made some laws obsolete or severely crippled. There are four key
technological trends responsible for these ethical stresses and they are summarized in Table 4-2.
The doubling of computing power every 18 months has made it possible for
most organizations to use information systems for their core production
processes. As a result, our dependence on systems and our vulnerability to
system errors and poor data quality have increased. Social rules and laws have
not yet adjusted to this dependence. Standards for ensuring the accuracy and
reliability of information systems (see Chapter 8) are not universally accepted
or enforced.
Advances in data storage techniques and rapidly declining storage costs
have been responsible for the multiplying databases on individualsemployees, customers, and potential customersmaintained by private and public
organizations. These advances in data storage have made the routine violation
of individual privacy both cheap and effective. Massive data storage systems
are inexpensive enough for regional and even local retailing firms to use in
identifying customers.
Advances in data analysis techniques for large pools of data are another
technological trend that heightens ethical concerns because companies and
government agencies are able to find out highly detailed personal information

TABLE 4-2 TECHNOLOGY TRENDS THAT RAISE ETHICAL ISSUES
TREND

IMPACT

Computing power doubles every 18 months

More organizations depend on computer systems for critical operations.

Copying data from one location to another and accessing personal data from remote
locations are much easier.

Chapter 4 Ethical and Social Issues in Information Systems

127

Credit card purchases can
make personal information
available to market
researchers, telemarketers,
and direct-mail companies.
Advances in information
technology facilitate the
invasion of privacy.

about individuals. With contemporary data management tools (see Chapter 5),
companies can assemble and combine the myriad pieces of information about
you stored on computers much more easily than in the past.
Think of all the ways you generate computer information about yourself
credit card purchases, telephone calls, magazine subscriptions, video rentals,
mail-order purchases, banking records, local, state, and federal government
records (including court and police records), and visits to Web sites. Put
together and mined properly, this information could reveal not only your credit
information but also your driving habits, your tastes, your associations, and
your political interests.
Companies with products to sell purchase relevant information from these
sources to help them more finely target their marketing campaigns. Chapters
3 and 6 describe how companies can analyze large pools of data from multiple
sources to rapidly identify buying patterns of customers and suggest individual responses. The use of computers to combine data from multiple sources
and create electronic dossiers of detailed information on individuals is called
profiling.
For example, several thousand of the most popular Web sites allow
DoubleClick (owned by Google), an Internet advertising broker, to track the
activities of their visitors in exchange for revenue from advertisements based
on visitor information DoubleClick gathers. DoubleClick uses this information to create a profile of each online visitor, adding more detail to the profile
as the visitor accesses an associated DoubleClick site. Over time, DoubleClick
can create a detailed dossier of a persons spending and computing habits on
the Web that is sold to companies to help them target their Web ads more
precisely.
ChoicePoint gathers data from police, criminal, and motor vehicle records;
credit and employment histories; current and previous addresses; professional
licenses; and insurance claims to assemble and maintain electronic dossiers on
almost every adult in the United States. The company sells this personal

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information to businesses and government agencies. Demand for personal data
is so enormous that data broker businesses such as ChoicePoint are flourishing.
A new data analysis technology called nonobvious relationship awareness (NORA) has given both the government and the private sector even
more powerful profiling capabilities. NORA can take information about
people from many disparate sources, such as employment applications,
telephone records, customer listings, and wanted lists, and correlate
relationships to find obscure hidden connections that might help identify
criminals or terrorists (see Figure 4-2).
NORA technology scans data and extracts information as the data are being
generated so that it could, for example, instantly discover a man at an airline
ticket counter who shares a phone number with a known terrorist before that
person boards an airplane. The technology is considered a valuable tool for
homeland security but does have privacy implications because it can provide
such a detailed picture of the activities and associations of a single individual.
Finally, advances in networking, including the Internet, promise to greatly
reduce the costs of moving and accessing large quantities of data and open the
possibility of mining large pools of data remotely using small desktop
machines, permitting an invasion of privacy on a scale and with a precision
heretofore unimaginable.

FIGURE 4-2

NONOBVIOUS RELATIONSHIP AWARENESS (NORA)

NORA technology can take information about people from disparate sources and find obscure,
nonobvious relationships. It might discover, for example, that an applicant for a job at a casino
shares a telephone number with a known criminal and issue an alert to the hiring manager.

Chapter 4 Ethical and Social Issues in Information Systems

4.2

ETHICS IN AN INFORMATION SOCIETY

Ethics is a concern of humans who have freedom of choice. Ethics is about
individual choice: When faced with alternative courses of action, what is the
correct moral choice? What are the main features of ethical choice?

BASIC CONCEPTS: RESPONSIBILITY, ACCOUNTABILITY,
AND LIABILITY
Ethical choices are decisions made by individuals who are responsible for the
consequences of their actions. Responsibility is a key element of ethical
action. Responsibility means that you accept the potential costs, duties, and
obligations for the decisions you make. Accountability is a feature of systems
and social institutions: It means that mechanisms are in place to determine
who took responsible action, and who is responsible. Systems and institutions
in which it is impossible to find out who took what action are inherently incapable of ethical analysis or ethical action. Liability extends the concept of
responsibility further to the area of laws. Liability is a feature of political systems in which a body of laws is in place that permits individuals to recover the
damages done to them by other actors, systems, or organizations. Due process
is a related feature of law-governed societies and is a process in which laws are
known and understood, and there is an ability to appeal to higher authorities to
ensure that the laws are applied correctly.
These basic concepts form the underpinning of an ethical analysis of information systems and those who manage them. First, information technologies
are filtered through social institutions, organizations, and individuals. Systems
do not have impacts by themselves. Whatever information system impacts exist
are products of institutional, organizational, and individual actions and behaviors. Second, responsibility for the consequences of technology falls clearly on
the institutions, organizations, and individual managers who choose to use the
technology. Using information technology in a socially responsible manner
means that you can and will be held accountable for the consequences of your
actions. Third, in an ethical, political society, individuals and others can recover
damages done to them through a set of laws characterized by due process.

ETHICAL ANALYSIS
When confronted with a situation that seems to present ethical issues, how
should you analyze it? The following five-step process should help:
1. Identify and describe clearly the facts. Find out who did what to whom, and
where, when, and how. In many instances, you will be surprised at the errors
in the initially reported facts, and often you will find that simply getting the
facts straight helps define the solution. It also helps to get the opposing parties
involved in an ethical dilemma to agree on the facts.
2. Define the conflict or dilemma and identify the higher-order values involved. Ethical,
social, and political issues always reference higher values. The parties to a
dispute all claim to be pursuing higher values (e.g., freedom, privacy, protection
of property, and the free enterprise system). Typically, an ethical issue involves
a dilemma: two diametrically opposed courses of action that support
worthwhile values. For example, the chapter-ending case study illustrates two
competing values: the need to improve health care record keeping and the need
to protect individual privacy.

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3. Identify the stakeholders. Every ethical, social, and political issue has stakeholders: players in the game who have an interest in the outcome, who have
invested in the situation, and usually who have vocal opinions. Find out the
identity of these groups and what they want. This will be useful later when
designing a solution.
4. Identify the options that you can reasonably take. You may find that none of the
options satisfy all the interests involved, but that some options do a better job
than others. Sometimes arriving at a good or ethical solution may not always be
a balancing of consequences to stakeholders.
5. Identify the potential consequences of your options. Some options may be ethically
correct but disastrous from other points of view. Other options may work in one
instance but not in other similar instances. Always ask yourself, What if I
choose this option consistently over time?

CANDIDATE ETHICAL PRINCIPLES
Once your analysis is complete, what ethical principles or rules should you use
to make a decision? What higher-order values should inform your judgment?
Although you are the only one who can decide which among many ethical principles you will follow, and how you will prioritize them, it is helpful to consider
some ethical principles with deep roots in many cultures that have survived
throughout recorded history:
1. Do unto others as you would have them do unto you (the Golden Rule).
Putting yourself into the place of others, and thinking of yourself as the object
of the decision, can help you think about fairness in decision making.
2. If an action is not right for everyone to take, it is not right for anyone
(Immanuel Kants Categorical Imperative). Ask yourself, If everyone did
this, could the organization, or society, survive?
3. If an action cannot be taken repeatedly, it is not right to take at all (Descartes
rule of change). This is the slippery-slope rule: An action may bring about a
small change now that is acceptable, but if it is repeated, it would bring
unacceptable changes in the long run. In the vernacular, it might be stated as
once started down a slippery path, you may not be able to stop.
4. Take the action that achieves the higher or greater value (Utilitarian
Principle). This rule assumes you can prioritize values in a rank order and
understand the consequences of various courses of action.
5. Take the action that produces the least harm or the least potential cost
(Risk Aversion Principle). Some actions have extremely high failure costs
of very low probability (e.g., building a nuclear generating facility in an
urban area) or extremely high failure costs of moderate probability
(speeding and automobile accidents). Avoid these high-failure-cost actions,
paying greater attention to high-failure-cost potential of moderate to high
probability.
6. Assume that virtually all tangible and intangible objects are owned by someone
else unless there is a specific declaration otherwise. (This is the ethical
no free lunch rule.) If something someone else has created is useful to you,
it has value, and you should assume the creator wants compensation for this
work.

Actions that do not easily pass these rules deserve close attention and a great
deal of caution. The appearance of unethical behavior may do as much harm to
you and your company as actual unethical behavior.

Chapter 4 Ethical and Social Issues in Information Systems

PROFESSIONAL CODES OF CONDUCT
When groups of people claim to be professionals, they take on special rights and
obligations because of their special claims to knowledge, wisdom, and respect.
Professional codes of conduct are promulgated by associations of professionals,
such as the American Medical Association (AMA), the American Bar Association
(ABA), the Association of Information Technology Professionals (AITP), and the
Association for Computing Machinery (ACM). These professional groups take
responsibility for the partial regulation of their professions by determining
entrance qualifications and competence. Codes of ethics are promises by professions to regulate themselves in the general interest of society. For example,
avoiding harm to others, honoring property rights (including intellectual property), and respecting privacy are among the General Moral Imperatives of the
ACMs Code of Ethics and Professional Conduct.

SOME REAL-WORLD ETHICAL DILEMMAS
Information systems have created new ethical dilemmas in which one set of
interests is pitted against another. For example, many of the large telephone
companies in the United States are using information technology to reduce the
sizes of their workforces. Voice recognition software reduces the need for
human operators by enabling computers to recognize a customers responses to
a series of computerized questions. Many companies monitor what their
employees are doing on the Internet to prevent them from wasting company
resources on non-business activities.
In each instance, you can find competing values at work, with groups lined
up on either side of a debate. A company may argue, for example, that it has a
right to use information systems to increase productivity and reduce the size of
its workforce to lower costs and stay in business. Employees displaced by information systems may argue that employers have some responsibility for their
welfare. Business owners might feel obligated to monitor employee e-mail and
Internet use to minimize drains on productivity. Employees might believe they
should be able to use the Internet for short personal tasks in place of the
telephone. A close analysis of the facts can sometimes produce compromised
solutions that give each side half a loaf. Try to apply some of the principles of
ethical analysis described to each of these cases. What is the right thing to do?

4.3

THE MORAL DIMENSIONS OF INFORMATION
SYSTEMS

In this section, we take a closer look at the five moral dimensions of information systems first described in Figure 4-1. In each dimension, we identify the
ethical, social, and political levels of analysis and use real-world examples to
illustrate the values involved, the stakeholders, and the options chosen.

INFORMATION RIGHTS: PRIVACY AND FREEDOM IN
THE INTERNET AGE
Privacy is the claim of individuals to be left alone, free from surveillance or
interference from other individuals or organizations, including the state.
Claims to privacy are also involved at the workplace: Millions of employees are

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subject to electronic and other forms of high-tech surveillance (Ball, 2001).
Information technology and systems threaten individual claims to privacy by
making the invasion of privacy cheap, profitable, and effective.
The claim to privacy is protected in the U.S., Canadian, and German constitutions in a variety of different ways and in other countries through various
statutes. In the United States, the claim to privacy is protected primarily by the
First Amendment guarantees of freedom of speech and association, the Fourth
Amendment protections against unreasonable search and seizure of ones
personal documents or home, and the guarantee of due process.
Table 4-3 describes the major U.S. federal statutes that set forth the conditions for handling information about individuals in such areas as credit
reporting, education, financial records, newspaper records, and electronic
communications. The Privacy Act of 1974 has been the most important of these
laws, regulating the federal governments collection, use, and disclosure of
information. At present, most U.S. federal privacy laws apply only to the federal
government and regulate very few areas of the private sector.
Most American and European privacy law is based on a regime called Fair
Information Practices (FIP) first set forth in a report written in 1973 by a
federal government advisory committee (U.S. Department of Health,
Education, and Welfare, 1973). FIP is a set of principles governing the collection and use of information about individuals. FIP principles are based on the
notion of a mutuality of interest between the record holder and the individual. The individual has an interest in engaging in a transaction, and the
record keeperusually a business or government agency-requires information about the individual to support the transaction. Once information is
gathered, the individual maintains an interest in the record, and the record
may not be used to support other activities without the individuals consent.
In 1998, the FTC restated and extended the original FIP to provide guidelines
for protecting online privacy. Table 4-4 describes the FTCs Fair Information
Practice principles.
The FTCs FIP principles are being used as guidelines to drive changes in privacy legislation. In July 1998, the U.S. Congress passed the Childrens Online
Privacy Protection Act (COPPA), requiring Web sites to obtain parental permission before collecting information on children under the age of 13. (This law is

TABLE 4-3 FEDERAL PRIVACY LAWS IN THE UNITED STATES
GENERAL FEDERAL PRIVACY LAWS

Notice/awareness (core principle). Web sites must disclose their information practices before collecting data. Includes identification of
collector; uses of data; other recipients of data; nature of collection (active/inactive); voluntary or required status; consequences of refusal;
and steps taken to protect confidentiality, integrity, and quality of the data.

2.

Choice/consent (core principle). There must be a choice regime in place allowing consumers to choose how their information will be used for
secondary purposes other than supporting the transaction, including internal use and transfer to third parties.

3.

Access/participation. Consumers should be able to review and contest the accuracy and completeness of data collected about them in a
timely, inexpensive process.

4.

Security. Data collectors must take responsible steps to assure that consumer information is accurate and secure from unauthorized use.

5.

Enforcement. There must be in place a mechanism to enforce FIP principles. This can involve self-regulation, legislation giving consumers legal
remedies for violations, or federal statutes and regulations.

in danger of being overturned.) The FTC has recommended additional legislation to protect online consumer privacy in advertising networks that collect
records of consumer Web activity to develop detailed profiles, which are then
used by other companies to target online ads. Other proposed Internet privacy
legislation focuses on protecting the online use of personal identification
numbers, such as social security numbers; protecting personal information
collected on the Internet that deals with individuals not covered by COPPA; and
limiting the use of data mining for homeland security.
In February 2009, the FTC began the process of extending its fair information
practices doctrine to behavioral targeting. The FTC held hearings to discuss its
program for voluntary industry principles for regulating behavioral targeting.
The online advertising trade group Network Advertising Initiative (discussed
later in this section), published its own self-regulatory principles that largely
agreed with the FTC. Nevertheless, the government, privacy groups, and the
online ad industry are still at loggerheads over two issues. Privacy advocates
want both an opt-in policy at all sites and a national Do Not Track list. The industry opposes these moves and continues to insist on an opt-out capability being
the only way to avoid tracking (Federal Trade Commission, 2009). Nevertheless,
there is an emerging consensus among all parties that greater transparency and
user control (especially making opt-out of tracking the default option) is
required to deal with behavioral tracking.
Privacy protections have also been added to recent laws deregulating financial services and safeguarding the maintenance and transmission of health
information about individuals. The Gramm-Leach-Bliley Act of 1999, which
repeals earlier restrictions on affiliations among banks, securities firms, and
insurance companies, includes some privacy protection for consumers of
financial services. All financial institutions are required to disclose their
policies and practices for protecting the privacy of nonpublic personal information and to allow customers to opt out of information-sharing arrangements
with nonaffiliated third parties.
The Health Insurance Portability and Accountability Act (HIPAA) of 1996,
which took effect on April 14, 2003, includes privacy protection for medical
records. The law gives patients access to their personal medical records
maintained by health care providers, hospitals, and health insurers, and the
right to authorize how protected information about themselves can be used or
disclosed. Doctors, hospitals, and other health care providers must limit the
disclosure of personal information about patients to the minimum amount
necessary to achieve a given purpose.

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The European Directive on Data Protection
In Europe, privacy protection is much more stringent than in the United States.
Unlike the United States, European countries do not allow businesses to use
personally identifiable information without consumers prior consent. On
October 25, 1998, the European Commissions Directive on Data Protection
went into effect, broadening privacy protection in the European Union (EU)
nations. The directive requires companies to inform people when they collect
information about them and disclose how it will be stored and used. Customers
must provide their informed consent before any company can legally use data
about them, and they have the right to access that information, correct it, and
request that no further data be collected. Informed consent can be defined as
consent given with knowledge of all the facts needed to make a rational
decision. EU member nations must translate these principles into their own
laws and cannot transfer personal data to countries, such as the United States,
that do not have similar privacy protection regulations.
Working with the European Commission, the U.S. Department of Commerce
developed a safe harbor framework for U.S. firms. A safe harbor is a private,
self-regulating policy and enforcement mechanism that meets the objectives of
government regulators and legislation but does not involve government regulation or enforcement. U.S. businesses would be allowed to use personal data
from EU countries if they develop privacy protection policies that meet EU
standards. Enforcement would occur in the United States using self-policing,
regulation, and government enforcement of fair trade statutes.

Internet Challenges to Privacy
Internet technology has posed new challenges for the protection of individual
privacy. Information sent over this vast network of networks may pass through
many different computer systems before it reaches its final destination. Each of
these systems is capable of monitoring, capturing, and storing communications
that pass through it.
It is possible to record many online activities, including what searches have
been conducted, which Web sites and Web pages have been visited, the online
content a person has accessed, and what items that person has inspected or
purchased over the Web. Much of this monitoring and tracking of Web site
visitors occurs in the background without the visitors knowledge. It is
conducted not just by individual Web sites but by advertising networks such as
Microsoft Advertising, Yahoo, and DoubleClick that are capable of tracking all
browsing behavior at thousands of Web sites. Tools to monitor visits to the World
Wide Web have become popular because they help businesses determine who
is visiting their Web sites and how to better target their offerings. (Some firms
also monitor the Internet usage of their employees to see how they are using
company network resources.) The commercial demand for this personal
information is virtually insatiable.
Web sites can learn the identities of their visitors if the visitors voluntarily
register at the site to purchase a product or service or to obtain a free service,
such as information. Web sites can also capture information about visitors
without their knowledge using cookie technology.
Cookies are small text files deposited on a computer hard drive when a user
visits Web sites. Cookies identify the visitors Web browser software and track
visits to the Web site. When the visitor returns to a site that has stored a cookie,
the Web site software will search the visitors computer, find the cookie, and
know what that person has done in the past. It may also update the cookie,
depending on the activity during the visit. In this way, the site can customize

Chapter 4 Ethical and Social Issues in Information Systems

its contents for each visitors interests. For example, if you purchase a book on
Amazon.com and return later from the same browser, the site will welcome
you by name and recommend other books of interest based on your past purchases. DoubleClick, described earlier in this chapter, uses cookies to build its
dossiers with details of online purchases and to examine the behavior of Web
site visitors. Figure 4-3 illustrates how cookies work.
Web sites using cookie technology cannot directly obtain visitors names and
addresses. However, if a person has registered at a site, that information can be
combined with cookie data to identify the visitor. Web site owners can also combine the data they have gathered from cookies and other Web site monitoring
tools with personal data from other sources, such as offline data collected from
surveys or paper catalog purchases, to develop very detailed profiles of their
visitors.
There are now even more subtle and surreptitious tools for surveillance of
Internet users. Marketers use Web beacons as another tool to monitor online
behavior. Web beacons, also called Web bugs, are tiny objects invisibly embedded in e-mail messages and Web pages that are designed to monitor the behavior of the user visiting a Web site or sending e-mail. The Web beacon captures
and transmits information such as the IP address of the users computer, the
time a Web page was viewed and for how long, the type of Web browser that
retrieved the beacon, and previously set cookie values. Web beacons are placed
on popular Web sites by third party firms who pay the Web sites a fee for
access to their audience. Typical popular Web sites contain 2535 Web beacons.
Other spyware can secretly install itself on an Internet users computer by
piggybacking on larger applications. Once installed, the spyware calls out to
Web sites to send banner ads and other unsolicited material to the user, and it
can also report the users movements on the Internet to other computers. More
information is available about intrusive software in Chapter 8.
About 75 percent of global Internet users use Google search and other services,
making Google the worlds largest collector of online user data. Whatever Google
does with its data has an enormous impact on online privacy. Most experts

FIGURE 4-3

HOW COOKIES IDENTIFY WEB VISITORS

Cookies are written by a Web site on a visitors hard drive. When the visitor returns to that Web site,
the Web server requests the ID number from the cookie and uses it to access the data stored by that
server on that visitor. The Web site can then use these data to display personalized information.

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believe that Google possesses the largest collection of personal information in the
worldmore data on more people than any government agency. Table 4-5 lists
the major Google services that collect user data and how Google uses these data.
For a number of years, Google has been using behavioral targeting to help it
display more relevant ads based on users search activities. One of its programs
enables advertisers to target ads based on the search histories of Google users,
along with any other information the user submits to Google that Google can
obtain, such as age, demographics, region, and other Web activities (such as blogging). An additional program allows Google to help advertisers select keywords
and design ads for various market segments based on search histories, such as
helping a clothing Web site create and test ads targeted at teenage females.
Google has also been scanning the contents of messages received by users of
its free Web-based e-mail service called Gmail. Ads that users see when they
read their e-mail are related to the subjects of these messages. Profiles are
developed on individual users based on the content in their e-mail. Google now
displays targeted ads on YouTube and on Google mobile applications, and its
DoubleClick ad network serves up targeted banner ads.
In the past, Google refrained from capitalizing too much on the data it
collected, considered the best source of data about user interests on the
Internet. But with the emergence of rivals such as Facebook who are aggressively tracking and selling online user data, Google has decided to do more to
profit from its user data.
The United States has allowed businesses to gather transaction information
generated in the marketplace and then use that information for other marketing purposes without obtaining the informed consent of the individual whose
information is being used. U.S. e-commerce sites are largely content to publish
statements on their Web sites informing visitors about how their information
will be used. Some have added opt-out selection boxes to these information
policy statements. An opt-out model of informed consent permits the collection of personal information until the consumer specifically requests that the

TABLE 4-5 HOW GOOGLE USES THE DATA IT COLLECTS
GOOGLE FEATURE

DATA COLLECTED

USE

Google Search

Google search topics
Users Internet addresses

Targeting text ads placed in
search results

Gmail

Contents of e-mail messages

Targeting text ads placed next
to the e-mail messages

DoubleClick

Data about Web sites visited on
Googles ad network

Targeting banner ads

YouTube

Data about videos uploaded and downloaded;
some profile data

Targeting ads for Google display-ad
network

Mobile Maps with
My Location

Users actual or approximate location

Targeting mobile ads based on
users ZIP code

Google Toolbar

Web-browsing data and search history

No ad use at present

Google Buzz

Users Google profile data and connections

No ad use at present

Google Chrome

Sample of address-bar entries when Google is
the default search engine

No ad use at present

Google Checkout

Users name, address, transaction details

No ad use at present

Google Analytics

Traffic data from Web sites using Googles Analytics service

No ad use at present

Chapter 4 Ethical and Social Issues in Information Systems

data not be collected. Privacy advocates would like to see wider use of an optin model of informed consent in which a business is prohibited from collecting
any personal information unless the consumer specifically takes action to
approve information collection and use.
The online industry has preferred self-regulation to privacy legislation for
protecting consumers. In 1998, the online industry formed the Online Privacy
Alliance to encourage self-regulation to develop a set of privacy guidelines for
its members. The group promotes the use of online seals, such as that of
TRUSTe, certifying Web sites adhering to certain privacy principles. Members of
the advertising network industry, including Googles DoubleClick, have created
an additional industry association called the Network Advertising Initiative
(NAI) to develop its own privacy policies to help consumers opt out of advertising network programs and provide consumers redress from abuses.
Individual firms like AOL, Yahoo!, and Google have recently adopted policies
on their own in an effort to address public concern about tracking people
online. AOL established an opt-out policy that allows users of its site to not be
tracked. Yahoo follows NAI guidelines and also allows opt-out for tracking and
Web beacons (Web bugs). Google has reduced retention time for tracking data.
In general, most Internet businesses do little to protect the privacy of their
customers, and consumers do not do as much as they should to protect themselves. Many companies with Web sites do not have privacy policies. Of the
companies that do post privacy polices on their Web sites, about half do not
monitor their sites to ensure they adhere to these policies. The vast majority of
online customers claim they are concerned about online privacy, but less than
half read the privacy statements on Web sites (Laudon and Traver, 2010).
In one of the more insightful studies of consumer attitudes towards Internet
privacy, a group of Berkeley students conducted surveys of online users, and of
complaints filed with the Federal Trade Commission involving privacy issues.
Here are some of their results. User concerns: people feel they have no control
over the information collected about them, and they dont know who to complain to. Web site practices: Web sites collect all this information, but do not let
users have access; the policies are unclear; they share data with affiliates but
never identify who the affiliates are and how many there are. (MySpace, owned
by NewsCorp, has over 1,500 affiliates with whom it shares online information.)
Web bug trackers: they are ubiquitous and we are not informed they are on the
pages we visit. The results of this study and others suggest that consumers are
not saying Take my privacy, I dont care, send me the service for free. They
are saying We want access to the information, we want some controls on what
can be collected, what is done with the information, the ability to opt out of the
entire tracking enterprise, and some clarity on what the policies really are, and
we dont want those policies changed without our participation and permission. (The full report is available at knowprivacy.org.)

Te c h n i c a l S o l u t i o n s
In addition to legislation, new technologies are available to protect user privacy
during interactions with Web sites. Many of these tools are used for encrypting
e-mail, for making e-mail or surfing activities appear anonymous, for preventing client computers from accepting cookies, or for detecting and eliminating
spyware.
There are now tools to help users determine the kind of personal data that can
be extracted by Web sites. The Platform for Privacy Preferences, known as P3P,
enables automatic communication of privacy policies between an e-commerce
site and its visitors. P3P provides a standard for communicating a Web sites

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Web sites are posting their
privacy policies for visitors
to review. The TRUSTe
seal designates Web sites
that have agreed to adhere
to TRUSTes established
privacy principles of disclosure, choice, access, and
security.

privacy policy to Internet users and for comparing that policy to the users
preferences or to other standards, such as the FTCs FIP guidelines or the
European Directive on Data Protection. Users can use P3P to select the level of
privacy they wish to maintain when interacting with the Web site.
The P3P standard allows Web sites to publish privacy policies in a form that
computers can understand. Once it is codified according to P3P rules, the privacy
policy becomes part of the software for individual Web pages (see Figure 4-4).
Users of Microsoft Internet Explorer Web browsing software can access and read
the P3P sites privacy policy and a list of all cookies coming from the site. Internet
Explorer enables users to adjust their computers to screen out all cookies or let in
selected cookies based on specific levels of privacy. For example, the Medium
level accepts cookies from first-party host sites that have opt-in or opt-out policies
but rejects third-party cookies that use personally identifiable information
without an opt-in policy.
However, P3P only works with Web sites of members of the World Wide Web
Consortium who have translated their Web site privacy policies into P3P format.
The technology will display cookies from Web sites that are not part of the
consortium, but users will not be able to obtain sender information or privacy
statements. Many users may also need to be educated about interpreting company privacy statements and P3P levels of privacy. Critics point out that only a
small percentage of the most popular Web sites use P3P, most users do not understand their browsers privacy settings, and there is no enforcement of P3P
standardscompanies can claim anything about their privacy policies.

PROPERTY RIGHTS: INTELLECTUAL PROPERTY
Contemporary information systems have severely challenged existing laws
and social practices that protect private intellectual property. Intellectual
property is considered to be intangible property created by individuals or

Chapter 4 Ethical and Social Issues in Information Systems
FIGURE 4-4

THE P3P STANDARD

P3P enables Web sites to translate their privacy policies into a standard format that can be read by
the users Web browser software. The browser software evaluates the Web sites privacy policy to
determine whether it is compatible with the users privacy preferences.

corporations. Information technology has made it difficult to protect intellectual property because computerized information can be so easily copied or
distributed on networks. Intellectual property is subject to a variety of protections under three different legal traditions: trade secrets, copyright, and
patent law.

Tr a d e S e c r e t s
Any intellectual work producta formula, device, pattern, or compilation of
dataused for a business purpose can be classified as a trade secret, provided
it is not based on information in the public domain. Protections for trade secrets
vary from state to state. In general, trade secret laws grant a monopoly on the
ideas behind a work product, but it can be a very tenuous monopoly.
Software that contains novel or unique elements, procedures, or compilations
can be included as a trade secret. Trade secret law protects the actual ideas in a
work product, not only their manifestation. To make this claim, the creator or
owner must take care to bind employees and customers with nondisclosure
agreements and to prevent the secret from falling into the public domain.
The limitation of trade secret protection is that, although virtually all
software programs of any complexity contain unique elements of some sort, it
is difficult to prevent the ideas in the work from falling into the public domain
when the software is widely distributed.

Copyright
Copyright is a statutory grant that protects creators of intellectual property
from having their work copied by others for any purpose during the life of the
author plus an additional 70 years after the authors death. For corporate-owned
works, copyright protection lasts for 95 years after their initial creation.
Congress has extended copyright protection to books, periodicals, lectures,
dramas, musical compositions, maps, drawings, artwork of any kind, and

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motion pictures. The intent behind copyright laws has been to encourage
creativity and authorship by ensuring that creative people receive the financial
and other benefits of their work. Most industrial nations have their own
copyright laws, and there are several international conventions and bilateral
agreements through which nations coordinate and enforce their laws.
In the mid-1960s, the Copyright Office began registering software programs,
and in 1980, Congress passed the Computer Software Copyright Act, which
clearly provides protection for software program code and for copies of the
original sold in commerce, and sets forth the rights of the purchaser to use the
software while the creator retains legal title.
Copyright protects against copying of entire programs or their parts.
Damages and relief are readily obtained for infringement. The drawback to
copyright protection is that the underlying ideas behind a work are not
protected, only their manifestation in a work. A competitor can use your
software, understand how it works, and build new software that follows the
same concepts without infringing on a copyright.
Look and feel copyright infringement lawsuits are precisely about the
distinction between an idea and its expression. For instance, in the early 1990s,
Apple Computer sued Microsoft Corporation and Hewlett-Packard for infringement of the expression of Apples Macintosh interface, claiming that the defendants copied the expression of overlapping windows. The defendants
countered that the idea of overlapping windows can be expressed only in a
single way and, therefore, was not protectable under the merger doctrine of
copyright law. When ideas and their expression merge, the expression cannot
be copyrighted.
In general, courts appear to be following the reasoning of a 1989 caseBrown
Bag Software vs. Symantec Corp.in which the court dissected the elements of
software alleged to be infringing. The court found that similar concept,
function, general functional features (e.g., drop-down menus), and colors are
not protectable by copyright law (Brown Bag Software vs. Symantec Corp., 1992).

Pa t e n t s
A patent grants the owner an exclusive monopoly on the ideas behind an invention for 20 years. The congressional intent behind patent law was to ensure that
inventors of new machines, devices, or methods receive the full financial and
other rewards of their labor and yet make widespread use of the invention possible by providing detailed diagrams for those wishing to use the idea under
license from the patents owner. The granting of a patent is determined by the
United States Patent and Trademark Office and relies on court rulings.
The key concepts in patent law are originality, novelty, and invention. The
Patent Office did not accept applications for software patents routinely until a
1981 Supreme Court decision that held that computer programs could be a part
of a patentable process. Since that time, hundreds of patents have been granted
and thousands await consideration.
The strength of patent protection is that it grants a monopoly on the underlying concepts and ideas of software. The difficulty is passing stringent criteria
of nonobviousness (e.g., the work must reflect some special understanding and
contribution), originality, and novelty, as well as years of waiting to receive
protection.

significant ethical, social, and political issues. Digital media differ from books,
periodicals, and other media in terms of ease of replication; ease of transmission; ease of alteration; difficulty in classifying a software work as a program,
book, or even music; compactnessmaking theft easy; and difficulties in establishing uniqueness.
The proliferation of electronic networks, including the Internet, has made it
even more difficult to protect intellectual property. Before widespread use of
networks, copies of software, books, magazine articles, or films had to be stored
on physical media, such as paper, computer disks, or videotape, creating some
hurdles to distribution. Using networks, information can be more widely reproduced and distributed. The Seventh Annual Global Software Piracy Study
conducted by the International Data Corporation and the Business Software
Alliance reported that the rate of global software piracy climbed to 43 percent in
2009, representing $51 billion in global losses from software piracy. Worldwide,
for every $100 worth of legitimate software sold that year, an additional $75 worth
was obtained illegally (Business Software Alliance, 2010).
The Internet was designed to transmit information freely around the world,
including copyrighted information. With the World Wide Web in particular, you
can easily copy and distribute virtually anything to thousands and even
millions of people around the world, even if they are using different types of
computer systems. Information can be illicitly copied from one place and
distributed through other systems and networks even though these parties do
not willingly participate in the infringement.
Individuals have been illegally copying and distributing digitized MP3 music
files on the Internet for a number of years. File-sharing services such as
Napster, and later Grokster, Kazaa, and Morpheus, sprung up to help users
locate and swap digital music files, including those protected by copyright.
Illegal file sharing became so widespread that it threatened the viability of the
music recording industry. The recording industry won some legal battles for
shutting these services down, but has not been able to halt illegal file sharing
entirely. As more and more homes adopt high-speed Internet access, illegal file
sharing of videos will pose similar threats to the motion picture industry.
Mechanisms are being developed to sell and distribute books, articles, and
other intellectual property legally on the Internet, and the Digital Millennium
Copyright Act (DMCA) of 1998 is providing some copyright protection. The
DMCA implemented a World Intellectual Property Organization Treaty that
makes it illegal to circumvent technology-based protections of copyrighted
materials. Internet service providers (ISPs) are required to take down sites of
copyright infringers that they are hosting once they are notified of the problem.
Microsoft and other major software and information content firms are
represented by the Software and Information Industry Association (SIIA), which
lobbies for new laws and enforcement of existing laws to protect intellectual
property around the world. The SIIA runs an antipiracy hotline for individuals to
report piracy activities, offers educational programs to help organizations combat software piracy, and has published guidelines for employee use of software.

ACCOUNTABILITY, LIABILITY, AND CONTROL
Along with privacy and property laws, new information technologies are
challenging existing liability laws and social practices for holding individuals
and institutions accountable. If a person is injured by a machine controlled, in
part, by software, who should be held accountable and, therefore, held liable?
Should a public bulletin board or an electronic service, such as America Online,

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permit the transmission of pornographic or offensive material (as broadcasters), or should they be held harmless against any liability for what users transmit (as is true of common carriers, such as the telephone system)? What about
the Internet? If you outsource your information processing, can you hold the
external vendor liable for injuries done to your customers? Some real-world
examples may shed light on these questions.

Computer-Related Liability Problems
During the last week of September 2009, thousands of customers of TD Bank, one
of the largest banks in North America, scrambled to find their payroll checks,
social security checks, and savings and checking account balances. The banks
6.5 million customers were temporarily out of funds because of a computer
glitch. The problems were caused by a failed effort to integrate systems of TD
Bank and Commerce Bank. A spokesperson for TD Bank, said that while the
overall integration of the systems went well, there have been some speed-bumps
in the final stages, as you might expect with a project of this size and complexity.
(Vijayan, 2009). Who is liable for any economic harm caused to individuals or
businesses that could not access their full account balances in this period?
This case reveals the difficulties faced by information systems executives who
ultimately are responsible for any harm done by systems developed by their
staffs. In general, insofar as computer software is part of a machine, and the
machine injures someone physically or economically, the producer of the software and the operator can be held liable for damages. Insofar as the software
acts like a book, storing and displaying information, courts have been reluctant
to hold authors, publishers, and booksellers liable for contents (the exception
being instances of fraud or defamation), and hence courts have been wary of
holding software authors liable for booklike software.
In general, it is very difficult (if not impossible) to hold software producers
liable for their software products that are considered to be like books, regardless
of the physical or economic harm that results. Historically, print publishers,
books, and periodicals have not been held liable because of fears that liability
claims would interfere with First Amendment rights guaranteeing freedom of
expression.
What about software as a service? ATM machines are a service provided to
bank customers. Should this service fail, customers will be inconvenienced and
perhaps harmed economically if they cannot access their funds in a timely manner. Should liability protections be extended to software publishers and operators of defective financial, accounting, simulation, or marketing systems?
Software is very different from books. Software users may develop expectations of infallibility about software; software is less easily inspected than a book,
and it is more difficult to compare with other software products for quality;
software claims actually to perform a task rather than describe a task, as a book
does; and people come to depend on services essentially based on software.
Given the centrality of software to everyday life, the chances are excellent that
liability law will extend its reach to include software even when the software
merely provides an information service.
Telephone systems have not been held liable for the messages transmitted
because they are regulated common carriers. In return for their right to provide
telephone service, they must provide access to all, at reasonable rates, and
achieve acceptable reliability. But broadcasters and cable television stations are
subject to a wide variety of federal and local constraints on content and facilities.
Organizations can be held liable for offensive content on their Web sites, and
online services, such as America Online, might be held liable for postings by their

Chapter 4 Ethical and Social Issues in Information Systems

users. Although U.S. courts have increasingly exonerated Web sites and ISPs for
posting material by third parties, the threat of legal action still has a chilling effect
on small companies or individuals who cannot afford to take their cases to trial.

SYSTEM QUALITY: DATA QUALITY AND SYSTEM
ERRORS
The debate over liability and accountability for unintentional consequences
of system use raises a related but independent moral dimension: What is an
acceptable, technologically feasible level of system quality? At what point
should system managers say, Stop testing, weve done all we can to perfect
this software. Ship it! Individuals and organizations may be held responsible
for avoidable and foreseeable consequences, which they have a duty to
perceive and correct. And the gray area is that some system errors are
foreseeable and correctable only at very great expense, an expense so great
that pursuing this level of perfection is not feasible economicallyno one
could afford the product.
For example, although software companies try to debug their products before
releasing them to the marketplace, they knowingly ship buggy products
because the time and cost of fixing all minor errors would prevent these
products from ever being released. What if the product was not offered on the
marketplace, would social welfare as a whole not advance and perhaps even
decline? Carrying this further, just what is the responsibility of a producer of
computer servicesshould it withdraw the product that can never be perfect,
warn the user, or forget about the risk (let the buyer beware)?
Three principal sources of poor system performance are (1) software bugs
and errors, (2) hardware or facility failures caused by natural or other causes,
and (3) poor input data quality. A Chapter 8 Learning Track discusses why
zero defects in software code of any complexity cannot be achieved and why
the seriousness of remaining bugs cannot be estimated. Hence, there is a
technological barrier to perfect software, and users must be aware of
the potential for catastrophic failure. The software industry has not yet
arrived at testing standards for producing software of acceptable but not
perfect performance.
Although software bugs and facility catastrophes are likely to be widely
reported in the press, by far the most common source of business system
failure is data quality. Few companies routinely measure the quality of their
data, but individual organizations report data error rates ranging from 0.5 to
30 percent.

QUALITY OF LIFE: EQUITY, ACCESS, AND BOUNDARIES
The negative social costs of introducing information technologies and systems
are beginning to mount along with the power of the technology. Many of these
negative social consequences are not violations of individual rights or property
crimes. Nevertheless, these negative consequences can be extremely harmful
to individuals, societies, and political institutions. Computers and information
technologies potentially can destroy valuable elements of our culture and
society even while they bring us benefits. If there is a balance of good and bad
consequences of using information systems, who do we hold responsible for
the bad consequences? Next, we briefly examine some of the negative social
consequences of systems, considering individual, social, and political
responses.

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B a l a n c i n g P o w e r : C e n t e r Ve r s u s P e r i p h e r y
An early fear of the computer age was that huge, centralized mainframe
computers would centralize power at corporate headquarters and in the
nations capital, resulting in a Big Brother society, as was suggested in George
Orwells novel 1984. The shift toward highly decentralized computing, coupled
with an ideology of empowerment of thousands of workers, and the decentralization of decision making to lower organizational levels, have reduced the
fears of power centralization in institutions. Yet much of the empowerment
described in popular business magazines is trivial. Lower-level employees may
be empowered to make minor decisions, but the key policy decisions may be as
centralized as in the past.

Rapidity of Change: Reduced Response Time to
Competition
Information systems have helped to create much more efficient national and
international markets. The now-more-efficient global marketplace has reduced
the normal social buffers that permitted businesses many years to adjust to competition. Time-based competition has an ugly side: The business you work for may
not have enough time to respond to global competitors and may be wiped out in a
year, along with your job. We stand the risk of developing a just-in-time society
with just-in-time jobs and just-in-time workplaces, families, and vacations.

M a i n t a i n i n g B o u n d a r i e s : Fa m i l y, Wo r k , a n d L e i s u r e
Parts of this book were produced on trains and planes, as well as on vacations
and during what otherwise might have been family time. The danger to ubiquitous computing, telecommuting, nomad computing, and the do anything
anywhere computing environment is that it is actually coming true. The
traditional boundaries that separate work from family and just plain leisure
have been weakened.
Although authors have traditionally worked just about anywhere (typewriters have been portable for nearly a century), the advent of information

Although some people enjoy
the convenience of working
at home, the do anything
anywhere computing
environment can blur the
traditional boundaries
between work and family
time.

Chapter 4 Ethical and Social Issues in Information Systems

systems, coupled with the growth of knowledge-work occupations, means that
more and more people are working when traditionally they would have been
playing or communicating with family and friends. The work umbrella now
extends far beyond the eight-hour day.
Even leisure time spent on the computer threatens these close social
relationships. Extensive Internet use, even for entertainment or recreational
purposes, takes people away from their family and friends. Among middle
school and teenage children, it can lead to harmful anti-social behavior, such as
the recent upsurge in cyberbullying.
Weakening these institutions poses clear-cut risks. Family and friends historically have provided powerful support mechanisms for individuals, and they
act as balance points in a society by preserving private life, providing a place for
people to collect their thoughts, allowing people to think in ways contrary to
their employer, and dream.

D e p e n d e n c e a n d Vu l n e r a b i l i t y
Today, our businesses, governments, schools, and private associations, such as
churches, are incredibly dependent on information systems and are, therefore,
highly vulnerable if these systems fail. With systems now as ubiquitous as the
telephone system, it is startling to remember that there are no regulatory or
standard-setting forces in place that are similar to telephone, electrical, radio,
television, or other public utility technologies. The absence of standards and
the criticality of some system applications will probably call forth demands for
national standards and perhaps regulatory oversight.

Computer Crime and Abuse
New technologies, including computers, create new opportunities for committing
crime by creating new valuable items to steal, new ways to steal them, and new
ways to harm others. Computer crime is the commission of illegal acts through
the use of a computer or against a computer system. Computers or computer
systems can be the object of the crime (destroying a companys computer center
or a companys computer files), as well as the instrument of a crime (stealing
computer lists by illegally gaining access to a computer system using a home
computer). Simply accessing a computer system without authorization or with
intent to do harm, even by accident, is now a federal crime.
Computer abuse is the commission of acts involving a computer that may
not be illegal but that are considered unethical. The popularity of the Internet
and e-mail has turned one form of computer abusespamminginto a serious
problem for both individuals and businesses. Spam is junk e-mail sent by an
organization or individual to a mass audience of Internet users who have
expressed no interest in the product or service being marketed. Spammers tend
to market pornography, fraudulent deals and services, outright scams, and
other products not widely approved in most civilized societies. Some countries
have passed laws to outlaw spamming or to restrict its use. In the United States,
it is still legal if it does not involve fraud and the sender and subject of the
e-mail are properly identified.
Spamming has mushroomed because it only costs a few cents to send
thousands of messages advertising wares to Internet users. According to
Sophos, a leading vendor of security software, spam accounted for 97 percent of
all business e-mail during the second quarter of 2010 (Schwartz, 2010). Spam
costs for businesses are very high (estimated at over $50 billion per year)
because of the computing and network resources consumed by billions of
unwanted e-mail messages and the time required to deal with them.

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Internet service providers and individuals can combat spam by using spam
filtering software to block suspicious e-mail before it enters a recipients e-mail
inbox. However, spam filters may block legitimate messages. Spammers know
how to skirt around filters by continually changing their e-mail accounts, by
incorporating spam messages in images, by embedding spam in e-mail attachments and electronic greeting cards, and by using other peoples computers
that have been hijacked by botnets (see Chapter 7). Many spam messages are
sent from one country while another country hosts the spam Web site.
Spamming is more tightly regulated in Europe than in the United States. On
May 30, 2002, the European Parliament passed a ban on unsolicited commercial
messaging. Electronic marketing can be targeted only to people who have given
prior consent.
The U.S. CAN-SPAM Act of 2003, which went into effect on January 1, 2004,
does not outlaw spamming but does ban deceptive e-mail practices by requiring
commercial e-mail messages to display accurate subject lines, identify the true
senders, and offer recipients an easy way to remove their names from e-mail
lists. It also prohibits the use of fake return addresses. A few people have been
prosecuted under the law, but it has had a negligible impact on spamming.
Although Facebook and MySpace have won judgments against spammers, most
critics argue the law has too many loopholes and is not effectively enforced
(Associated Press, 2009).
Another negative impact of computer technology is the rising danger from
people using cell phones to send text messages while driving. Many states have
outlawed this behavior, but it has been difficult to eradicate. The Interactive
Session on Organizations explores this topic.

E m p l o y m e n t : Tr i c k l e - D o w n Te c h n o l o g y a n d
Reengineering Job Loss
Reengineering work is typically hailed in the information systems community
as a major benefit of new information technology. It is much less frequently
noted that redesigning business processes could potentially cause millions of
mid-level managers and clerical workers to lose their jobs. One economist has
raised the possibility that we will create a society run by a small high tech elite
of corporate professionals . . . in a nation of the permanently unemployed
(Rifkin, 1993).
Other economists are much more sanguine about the potential job losses.
They believe relieving bright, educated workers from reengineered jobs will
result in these workers moving to better jobs in fast-growth industries. Missing
from this equation are unskilled, blue-collar workers and older, less well-educated middle managers. It is not clear that these groups can be retrained easily
for high-quality (high-paying) jobs. Careful planning and sensitivity to
employee needs can help companies redesign work to minimize job losses.

Equity and Access: Increasing Racial and Social Class
Cleavages
Does everyone have an equal opportunity to participate in the digital age? Will
the social, economic, and cultural gaps that exist in the United States and other
societies be reduced by information systems technology? Or will the cleavages
be increased, permitting the better off to become even more better off relative
to others?
These questions have not yet been fully answered because the impact of
systems technology on various groups in society has not been thoroughly
studied. What is known is that information, knowledge, computers, and access

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I N T E R A C T I V E S E S S I O N : O R G A N I Z AT I O N S
THE PERILS OF TEXTING
Cell phones have become a staple of modern
society. Nearly everyone has them, and people carry
and use them at all hours of the day. For the most
part, this is a good thing: the benefits of staying
connected at any time and at any location are
considerable. But if youre like most Americans, you
may regularly talk on the phone or even text while
at the wheel of a car. This dangerous behavior has
resulted in increasing numbers of accidents and
fatalities caused by cell phone usage. The trend
shows no sign of slowing down.
In 2003, a federal study of 10,000 drivers by the
National Highway Traffic Safety Administration
(NHTSA) set out to determine the effects of using cell
phones behind the wheel. The results were
conclusive: talking on the phone is equivalent to a 10point reduction in IQ and a .08 blood alcohol level,
which law enforcement considers intoxicated. Handsfree sets were ineffective in eliminating risk, the
study found, because the conversation itself is what
distracts drivers, not holding the phone. Cell phone
use caused 955 fatalities and 240,000 accidents in
2002. Related studies indicated that drivers that talked
on the phone while driving increased their crash risk
fourfold, and drivers that texted while driving
increased their crash risk by a whopping 23 times.
Since that study, mobile device usage has grown
by an order of magnitude, worsening this already
dangerous situation. The number of wireless
subscribers in America has increased by around
1,000 percent since 1995 to nearly 300 million
overall in 2010, and Americans usage of wireless
minutes increased by approximately 6,000 percent.
This increase in cell phone usage has been accompanied by an upsurge in phone-related fatalities and
accidents: In 2010, its estimated that texting caused
5,870 fatalities and 515,000 accidents, up considerably from prior years. These figures are roughly half
of equivalent statistics for drunk driving. Studies
show that drivers know that using the phone while
driving is one of the most dangerous things you can
do on the road, but refuse to admit that its dangerous when they themselves do it.
Of users that text while driving, the more
youthful demographic groups, such as the 1829 age
group, are by far the most frequent texters. About
three quarters of Americans in this age group
regularly text, compared to just 22 percent of the

3544 age group. Correspondingly, the majority of
accidents involving mobile device use behind the
wheel involve young adults. Among this age group,
texting behind the wheel is just one of a litany of
problems raised by frequent texting: anxiety,
distraction, failing grades, repetitive stress injuries,
and sleep deprivation are just some of the other
problems brought about by excessive use of mobile
devices. Teenagers are particularly prone to using
cell phones to text because they want to know
whats happening to their friends and are anxious
about being socially isolated.
Analysts predict that over 800 billion text
messages will be sent in 2010. Texting is clearly here
to stay, and in fact has supplanted phone calls as the
most commonly used method of mobile communication. People are unwilling to give up their mobile
devices because of the pressures of staying
connected. Neurologists have found that the neural
response to multitasking by texting while driving
suggests that people develop addictions to the digital
devices they use most, getting quick bursts of
adrenaline, without which driving becomes boring.
There are interests opposed to legislation
prohibiting cell phone use in cars. A number of
legislators believe that its not state or federal
governments role to prohibit poor decision making.
Auto makers, and some safety researchers, are
arguing that with the proper technology and under
appropriate conditions, communicating from a
moving vehicle is a manageable risk. Louis Tijerina,
a veteran of the NHTSA and Ford Motor Co.
researcher, notes that even as mobile phone subscriptions have surged to over 250 million during the
past decade, the death rate from accidents on the
highways has fallen.
Nevertheless, lawmakers are increasingly recognizing the need for more powerful legislation barring
drivers from texting behind the wheel. Many states
have made inroads with laws prohibiting texting
while operating vehicles. In Utah, drivers crashing
while texting can receive 15 years in prison, by far
the toughest sentence for texting while driving in the
nation when the legislation was enacted. Utahs law
assumes that drivers understand the risks of texting
while driving, whereas in other states, prosecutors
must prove that the driver knew about the risks of
texting while driving before doing so.

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Utahs tough law was the result of a horrifying
accident in which a speeding college student, texting
at the wheel, rear-ended a car in front. The car lost
control, entered the opposite side of the road, and
was hit head-on by a pickup truck hauling a trailer,
killing the driver instantly. In September 2008, a
train engineer in California was texting within a
minute prior to the most fatal train accident in
almost two decades. Californian authorities
responded by banning the use of cell phones by train
workers while on duty.
In total, 31 states have banned texting while
driving in some form, and most of those states have
a full ban for phone users of all ages. The remaining states are likely to follow suit in coming years
as well. President Obama also banned texting while

CASE STUDY QUESTIONS
1. Which of the five moral dimensions of information systems identified in this text is involved in
this case?
2. What are the ethical, social, and political issues
raised by this case?
3. Which of the ethical principles described in the text
are useful for decision making about texting while
driving?

driving for all federal government employees in
October 2009. Still, theres more work to be done to
combat this dangerous and life-threatening
practice.
Sources: Paulo Salazar, Banning Texting While Driving, WCBI.com,
August 7, 2010; Jerry Hirsch, Teen Drivers Dangerously Divide
Their Attention, Los Angeles Times, August 3, 2010; www.drivinglaws.org, accessed July 2010; www.drivinglaws.org, accessed
July 7, 2010; Matt Richtel, Driver Texting Now an Issue in the Back
Seat, The New York Times, September 9, 2009; Matt Richtel, Utah
Gets Tough With Texting Drivers, The New York Times, August 29,
2009; Matt Richtel, In Study, Texting Lifts Crash Risk by Large
Margin, The New York Times, July 28, 2009; Matt Richtel, Drivers
and Legislators Dismiss Cellphone Risks, The New York Times, July
19, 2009; Tom Regan, Some Sobering Stats on Texting While
Driving, The Christian Science Monitor, May 28, 2009; Katie Hafner,
Texting May be Taking a Toll on Teenagers, The New York Times,
May 26, 2009; and Tara Parker-Pope, Texting Until Their Thumbs
Hurt, The New York Times, May 26, 2009.

MIS IN ACTION
1. Many people at state and local levels are calling
for a federal law against texting while driving.
Use a search engine to explore what steps the
federal government has taken to discourage texting while driving.
2. Most people are not aware of the widespread
impact of texting while driving across the United
States. Do a search on texting while driving.
Examine all the search results for the first two
pages. Enter the information into a two-column
table. In the left column put the locality of the
report and year. In the right column give a brief
description of the search result, e.g., accident,
report, court judgment, etc. What can you
conclude from these search results and table?

to these resources through educational institutions and public libraries are
inequitably distributed along ethnic and social class lines, as are many other
information resources. Several studies have found that certain ethnic and
income groups in the United States are less likely to have computers or online
Internet access even though computer ownership and Internet access have
soared in the past five years. Although the gap is narrowing, higher-income
families in each ethnic group are still more likely to have home computers and
Internet access than lower-income families in the same group.
A similar digital divide exists in U.S. schools, with schools in high-poverty
areas less likely to have computers, high-quality educational technology
programs, or Internet access availability for their students. Left uncorrected,
the digital divide could lead to a society of information haves, computer literate
and skilled, versus a large group of information have-nots, computer illiterate

Chapter 4 Ethical and Social Issues in Information Systems

149

and unskilled. Public interest groups want to narrow this digital divide by
making digital information servicesincluding the Internetavailable to virtually everyone, just as basic telephone service is now.

H e a l t h R i s k s : R S I , C V S , a n d Te c h n o s t r e s s
The most common occupational disease today is repetitive stress injury
(RSI). RSI occurs when muscle groups are forced through repetitive actions
often with high-impact loads (such as tennis) or tens of thousands of repetitions
under low-impact loads (such as working at a computer keyboard).
The single largest source of RSI is computer keyboards. The most common
kind of computer-related RSI is carpal tunnel syndrome (CTS), in which
pressure on the median nerve through the wrists bony structure, called a
carpal tunnel, produces pain. The pressure is caused by constant repetition of
keystrokes: in a single shift, a word processor may perform 23,000 keystrokes.
Symptoms of carpal tunnel syndrome include numbness, shooting pain, inability to grasp objects, and tingling. Millions of workers have been diagnosed with
carpal tunnel syndrome.
RSI is avoidable. Designing workstations for a neutral wrist position (using a
wrist rest to support the wrist), proper monitor stands, and footrests all
contribute to proper posture and reduced RSI. Ergonomically correct keyboards
are also an option. These measures should be supported by frequent rest breaks
and rotation of employees to different jobs.
RSI is not the only occupational illness computers cause. Back and neck
pain, leg stress, and foot pain also result from poor ergonomic designs of workstations. Computer vision syndrome (CVS) refers to any eyestrain condition
related to display screen use in desktop computers, laptops, e-readers, smartphones, and hand-held video games. CVS affects about 90 percent of people
who spend three hours or more per day at a computer (Beck, 2010). Its symptoms, which are usually temporary, include headaches, blurred vision, and dry
and irritated eyes.
The newest computer-related malady is technostress, which is stress
induced by computer use. Its symptoms include aggravation, hostility toward
humans, impatience, and fatigue. According to experts, humans working
continuously with computers come to expect other humans and human institutions to behave like computers, providing instant responses, attentiveness, and

Repetitive stress injury
(RSI) is the leading
occupational disease today.
The single largest cause of
RSI is computer keyboard
work.

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an absence of emotion. Technostress is thought to be related to high levels of
job turnover in the computer industry, high levels of early retirement from
computer-intense occupations, and elevated levels of drug and alcohol abuse.
The incidence of technostress is not known but is thought to be in the millions and growing rapidly in the United States. Computer-related jobs now top
the list of stressful occupations based on health statistics in several industrialized countries.
To date, the role of radiation from computer display screens in occupational
disease has not been proved. Video display terminals (VDTs) emit nonionizing
electric and magnetic fields at low frequencies. These rays enter the body and
have unknown effects on enzymes, molecules, chromosomes, and cell membranes. Long-term studies are investigating low-level electromagnetic fields and
birth defects, stress, low birth weight, and other diseases. All manufacturers
have reduced display screen emissions since the early 1980s, and European
countries, such as Sweden, have adopted stiff radiation emission standards.
In addition to these maladies, computer technology may be harming our
cognitive functions. Although the Internet has made it much easier for people
to access, create, and use information, some experts believe that it is also
preventing people from focusing and thinking clearly. The Interactive Session
on Technology highlights the debate that has emerged about this problem.
The computer has become a part of our livespersonally as well as socially,
culturally, and politically. It is unlikely that the issues and our choices will
become easier as information technology continues to transform our world.
The growth of the Internet and the information economy suggests that all the
ethical and social issues we have described will be heightened further as we
move into the first digital century.

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I N T E R A C T I V E S E S S I O N : T E C H N O LO GY
TOO MUCH TECHNOLOGY?
Do you think that the more information managers
receive, the better their decisions? Well, think again.
Most of us can no longer imagine the world without
the Internet and without our favorite gadgets,
whether theyre iPads, smartphones, laptops, or cell
phones. However, although these devices have
brought about a new era of collaboration and
communication, they also have introduced new
concerns about our relationship with technology.
Some researchers suggest that the Internet and other
digital technologies are fundamentally changing the
way we thinkand not for the better. Is the Internet
actually making us dumber, and have we reached a
point where we have too much technology? Or does
the Internet offer so many new opportunities to
discover information that its actually making us
smarter. And, by the way, how do we define
dumber and smarter in an Internet age?
Wait a second, youre saying. How could this be?
The Internet is an unprecedented source for
acquiring and sharing all types of information.
Creating and disseminating media has never been
easier. Resources like Wikipedia and Google have
helped to organize knowledge and make that
knowledge accessible to the world, and they would
not have been possible without the Internet. And
other digital media technologies have become
indispensable parts of our lives. At first glance, its
not clear how such advancements could do anything
but make us smarter.
In response to this argument, several authorities
claim that making it possible for millions of people to
create mediawritten blogs, photos, videoshas
understandably lowered the quality of media.
Bloggers very rarely do original reporting or research
but instead copy it from professional resources.
YouTube videos contributed by newbies to video
come nowhere near the quality of professional
videos. Newspapers struggle to stay in business while
bloggers provide free content of inconsistent quality.
But similar warnings were issued in response to
the development of the printing press. As
Gutenbergs invention spread throughout Europe,
contemporary literature exploded in popularity, and
much of it was considered mediocre by intellectuals
of the era. But rather than being destroyed, it was
simply in the early stages of fundamental change. As
people came to grips with the new technology and

the new norms governing it, literature, newspapers,
scientific journals, fiction, and non-fiction all began
to contribute to the intellectual climate instead of
detracting from it. Today, we cant imagine a world
without print media.
Advocates of digital media argue that history is
bound to repeat itself as we gain familiarity with the
Internet and other newer technologies. The scientific
revolution was galvanized by peer review and
collaboration enabled by the printing press.
According to many digital media supporters, the
Internet will usher in a similar revolution in
publishing capability and collaboration, and it will be
a resounding success for society as a whole.
This may all be true, but from a cognitive
standpoint, the effects of the Internet and other
digital devices might not be so positive. New studies
suggest that digital technologies are damaging our
ability to think clearly and focus. Digital technology
users develop an inevitable desire to multitask, doing
several things at once while using their devices.
Although TV, the Internet, and video games are
effective at developing our visual processing ability,
research suggests that they detract from our ability to
think deeply and retain information. Its true that the
Internet grants users easy access to the worlds
information, but the medium through which that
information is delivered is hurting our ability to
think deeply and critically about what we read and
hear. Youd be smarter (in the sense of being able to
give an account of the content) by reading a book
rather than viewing a video on the same topic while
texting with your friends.
Using the Internet lends itself to multitasking.
Pages are littered with hyperlinks to other sites;
tabbed browsing allows us to switch rapidly between
two windows; and we can surf the Web while
watching TV, instant messaging friends, or talking on
the phone. But the constant distractions and
disruptions that are central to online experiences
prevent our brains from creating the neural
connections that constitute full understanding of a
topic. Traditional print media, by contrast, makes it
easier to fully concentrate on the content with fewer
interruptions.
A recent study conducted by a team of researchers
at Stanford found that multitaskers are not only more
easily distracted, but were also surprisingly poor at

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multitasking compared to people who rarely do so
themselves. The team also found that multitaskers
receive a jolt of excitement when confronted with a
new piece of information or a new call, message, or
e-mail.
The cellular structure of the brain is highly
adaptable and adjusts to the tools we use, so
multitaskers quickly become dependent on the
excitement they experience when confronted with
something new. This means that multitaskers
continue to be easily distracted, even if theyre
totally unplugged from the devices they most often
use.
Eyal Ophir, a cognitive scientist on the research
team at Stanford, devised a test to measure this phenomenon. Subjects self-identifying as multitaskers
were asked to keep track of red rectangles in series of
images. When blue rectangles were introduced, multitaskers struggled to recognize whether or not the red
rectangles had changed position from image to image.
Normal testers significantly outperformed the multitaskers. Less than three percent of multitaskers
(called supertaskers) are able to manage multiple
information streams at once; for the vast majority of
us, multitasking does not result in greater productivity.
Neuroscientist Michael Merzenich argues that our
brains are being massively remodeled by our
constant and ever-growing usage of the Web. And its
not just the Web thats contributing to this trend. Our
ability to focus is also being undermined by the
constant distractions provided by smart phones and
other digital technology. Television and video games
are no exception. Another study showed that when
presented with two identical TV shows, one of which

CASE STUDY QUESTIONS
1. What are some of the arguments for and against
the use of digital media?
2. How might the brain affected by constant digital
media usage?
3. Do you think these arguments outweigh the
positives of digital media usage? Why or why not?
4. What additional concerns are there for children
using digital media? Should children under 8 use
computers and cellphones? Why or why not?

had a news crawl at the bottom, viewers retained
much more information about the show without the
news crawl. The impact of these technologies on
children may be even greater than the impact on
adults, because their brains are still developing, and
they already struggle to set proper priorities and
resist impulses.
The implications of recent research on the impact
of Web 2.0 social technologies for management
decision making are significant. As it turns out, the
always-connected harried executive scurrying
through airports and train stations, holding multiple
voice and text conversations with clients and
co-workers on sometimes several mobile devices,
might not be a very good decision maker. In fact, the
quality of decision making most likely falls as the
quantity of digital information increases through
multiple channels, and managers lose their critical
thinking capabilities. Likewise, in terms of management productivity, studies of Internet use in the
workplace suggest that Web 2.0 social technologies
offer managers new opportunities to waste time
rather than focus on their responsibilities. Checked
your Facebook page today? Clearly we need to find
out more about the impacts of mobile and social
technologies on management work.
Sources: Randall Stross, Computers at Home: Educational Hope vs.
Teenage Reality, The New York Times, July 9, 2010; Matt Richtel,
Hooked on Gadgets, and Paying a Mental Price, The New York
Times, June 6, 2010; Clay Shirky, Does the Internet Make you
Smarter? The Wall Street Journal, June 4, 2010; Nicholas Carr, Does
the Internet Make you Dumber? The Wall Street Journal, June 5,
2010; Ofer Malamud and Christian Pop-Echeles, Home Computer
Use and the Development of Human Capital, January 2010; and
Is Technology Producing a Decline in Critical Thinking and
Analysis? Science Daily, January 29, 2009.

MIS IN ACTION
1 . Make a daily log for 1 week of all the activities
you perform each day using digital technology
(such as cell phones, computers, television, etc.)
and the amount of time you spend on each. Note
the occasions when you are multitasking. On
average, how much time each day do you spend
using digital technology? How much of this time
do you spend multitasking? Do you think your
life is too technology-intense? Justify your
response.

Chapter 4 Ethical and Social Issues in Information Systems

4.4

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience in analyzing the
privacy implications of using online data brokers, developing a corporate policy
for employee Web usage, using blog creation tools to create a simple blog, and
using Internet newsgroups for market research.

Management Decision Problems
1. USADatas Web site is linked to massive databases that consolidate personal
data on millions of people. Anyone with a credit card can purchase marketing
lists of consumers broken down by location, age, income level, and interests. If
you click on Consumer Leads to order a consumer mailing list, you can find the
names, addresses, and sometimes phone numbers of potential sales leads
residing in a specific location and purchase the list of those names. One could
use this capability to obtain a list, for example, of everyone in Peekskill, New
York, making $150,000 or more per year. Do data brokers such as USAData raise
privacy issues? Why or why not? If your name and other personal information
were in this database, what limitations on access would you want in order to
preserve your privacy? Consider the following data users: government
agencies, your employer, private business firms, other individuals.
2. As the head of a small insurance company with six employees, you are
concerned about how effectively your company is using its networking and
human resources. Budgets are tight, and you are struggling to meet payrolls
because employees are reporting many overtime hours. You do not believe that
the employees have a sufficiently heavy work load to warrant working longer
hours and are looking into the amount of time they spend on the Internet.
WEB USAGE REPORT FOR THE WEEK ENDING JANUARY 9, 2010.
USER NAME

MINUTES ONLINE

WEB SITE VISITED

Kelleher, Claire

45

Kelleher, Claire

107

www.doubleclick.net
www.yahoo.com

Kelleher, Claire

96

www.insweb.com

McMahon, Patricia

83

www.itunes.com

McMahon, Patricia

44

www.insweb.com

Milligan, Robert

112

www.youtube.com

Milligan, Robert

43

www.travelocity.com

Olivera, Ernesto

40

www.CNN.com

Talbot, Helen

125

Talbot, Helen

27

www.etrade.com
www.nordstrom.com

Talbot, Helen

35

www.yahoo.com

Talbot, Helen

73

www.ebay.com

Wright, Steven

23

www.facebook.com

Wright, Steven

15

www.autobytel.com

Each employee uses a computer with Internet access on the job. You requested
the preceding weekly report of employee Web usage from your information
systems department.
Calculate the total amount of time each employee spent on the Web for the
week and the total amount of time that company computers were used for
this purpose. Rank the employees in the order of the amount of time each
spent online.

153

154

Part One Organizations, Management, and the Networked Enterprise

Do your findings and the contents of the report indicate any ethical
problems employees are creating? Is the company creating an ethical
problem by monitoring its employees use of the Internet?
Use the guidelines for ethical analysis presented in this chapter to develop a
solution to the problems you have identified.

Achieving Operational Excellence: Creating a Simple
Blog
Software skills: Blog creation
Business skills: Blog and Web page design
In this project, youll learn how to build a simple blog of your own design using
the online blog creation software available at Blogger.com. Pick a sport, hobby,
or topic of interest as the theme for your blog. Name the blog, give it a title, and
choose a template for the blog. Post at least four entries to the blog, adding a
label for each posting. Edit your posts, if necessary. Upload an image, such as a
photo from your hard drive or the Web to your blog. (Google recommends Open
Photo, Flickr: Creative Commons, or Creative Commons Search as sources for
photos. Be sure to credit the source for your image.) Add capabilities for other
registered users, such as team members, to comment on your blog. Briefly
describe how your blog could be useful to a company selling products or services
related to the theme of your blog. List the tools available to Blogger (including
Gadgets) that would make your blog more useful for business and describe the
business uses of each. Save your blog and show it to your instructor.

Improving Decision Making: Using Internet
Newsgroups for Online Market Research
Software Skills: Web browser software and Internet newsgroups
Business Skills: Using Internet newsgroups to identify potential customers
This project will help develop your Internet skills in using newsgroups for
marketing. It will also ask you to think about the ethical implications of using
information in online discussion groups for business purposes.
You are producing hiking boots that you sell through a few stores at this time.
You think your boots are more comfortable than those of your competition. You
believe you can undersell many of your competitors if you can significantly
increase your production and sales. You would like to use Internet discussion
groups interested in hiking, climbing, and camping both to sell your boots and
to make them well known. Visit groups.google.com, which stores discussion
postings from many thousands of newsgroups. Through this site you can locate
all relevant newsgroups and search them by keyword, authors name, forum,
date, and subject. Choose a message and examine it carefully, noting all the
information you can obtain, including information about the author.
How could you use these newsgroups to market your boots?
What ethical principles might you be violating if you use these messages to
sell your boots? Do you think there are ethical problems in using newsgroups
this way? Explain your answer.
Next use Google or Yahoo.com to search the hiking boots industry and locate
sites that will help you develop other new ideas for contacting potential
customers.
Given what you have learned in this and previous chapters, prepare a plan to
use newsgroups and other alternative methods to begin attracting visitors to
your site.

Chapter 4 Ethical and Social Issues in Information Systems

155

LEARNING TRACK MODULES
The following Learning Tracks provide content relevant to the topics covered in this chapter:
1. Developing a Corporate Code of Ethics for Information Systems
2. Creating a Web Page

Review Summary
1. What ethical, social, and political issues are raised by information systems?
Information technology is introducing changes for which laws and rules of acceptable conduct have
not yet been developed. Increasing computing power, storage, and networking capabilitiesincluding
the Internetexpand the reach of individual and organizational actions and magnify their impacts.
The ease and anonymity with which information is now communicated, copied, and manipulated in
online environments pose new challenges to the protection of privacy and intellectual property. The
main ethical, social, and political issues raised by information systems center around information
rights and obligations, property rights and obligations, accountability and control, system quality, and
quality of life.
2. What specific principles for conduct can be used to guide ethical decisions?
Six ethical principles for judging conduct include the Golden Rule, Immanuel Kants Categorical
Imperative, Descartes rule of change, the Utilitarian Principle, the Risk Aversion Principle, and the
ethical no free lunch rule. These principles should be used in conjunction with an ethical analysis.
3 . Why do contemporary information systems technology and the Internet pose challenges to the
protection of individual privacy and intellectual property?
Contemporary data storage and data analysis technology enables companies to easily gather
personal data about individuals from many different sources and analyze these data to create detailed
electronic profiles about individuals and their behaviors. Data flowing over the Internet can be
monitored at many points. Cookies and other Web monitoring tools closely track the activities of Web
site visitors. Not all Web sites have strong privacy protection policies, and they do not always allow for
informed consent regarding the use of personal information. Traditional copyright laws are insufficient
to protect against software piracy because digital material can be copied so easily and transmitted to
many different locations simultaneously over the Internet.
4. How have information systems affected everyday life?
Although computer systems have been sources of efficiency and wealth, they have some negative
impacts. Computer errors can cause serious harm to individuals and organizations. Poor data quality is
also responsible for disruptions and losses for businesses. Jobs can be lost when computers replace
workers or tasks become unnecessary in reengineered business processes. The ability to own and use
a computer may be exacerbating socioeconomic disparities among different racial groups and social
classes. Widespread use of computers increases opportunities for computer crime and computer abuse.
Computers can also create health problems, such as RSI, computer vision syndrome, and technostress.

2. What specific principles for conduct can be used
to guide ethical decisions?
List and describe the five steps in an ethical
analysis.
Identify and describe six ethical principles.
3. Why do contemporary information systems
technology and the Internet pose challenges to
the protection of individual privacy and intellectual property?

Discussion Questions
1. Should producers of software-based services, such
as ATMs, be held liable for economic injuries
suffered when their systems fail?
2. Should companies be responsible for unemployment caused by their information systems? Why
or why not?
3. Discuss the pros and cons of allowing companies
to amass personal data for behavioral targeting.

Define privacy and fair information practices.
Explain how the Internet challenges the
protection of individual privacy and intellectual property.
Explain how informed consent, legislation,
industry self-regulation, and technology tools
help protect the individual privacy of Internet
users.
List and define the three different regimes that
protect intellectual property rights.
4. How have information systems affected everyday life?
Explain why it is so difficult to hold software
services liable for failure or injury.
List and describe the principal causes of
system quality problems.
Name and describe four quality-of-life impacts
of computers and information systems.
Define and describe technostress and RSI and
explain their relationship to information
technology.

Video Cases
Video Cases and Instructional Videos illustrating
some of the concepts in this chapter are available.
Contact your instructor to access these videos.

Collaboration and Teamwork: Developing a Corporate Ethics Code
With three or four of your classmates, develop a corporate ethics code that addresses both employee
privacy and the privacy of customers and users of
the corporate Web site. Be sure to consider e-mail
privacy and employer monitoring of worksites, as
well as corporate use of information about employees concerning their off-the-job behavior (e.g.,

lifestyle, marital arrangements, and so forth). If possible, use Google Sites to post links to Web pages,
team communication announcements, and work
assignments; to brainstorm; and to work
collaboratively on project documents. Try to use
Google Docs to develop your solution and presentation for the class.

Chapter 4 Ethical and Social Issues in Information Systems

157

When Radiation Therapy Kills
CASE STUDY

W

hen new expensive medical therapies
come along, promising to cure people of
illness, one would think that the
manufacturers, doctors, and technicians,
along with the hospitals and state oversight agencies,
would take extreme caution in their application and
use. Often this is not the case. Contemporary
radiation therapy offers a good example of society
failing to anticipate and control the negative impacts
of a technology powerful enough to kill people.
For individuals and their families suffering
through a battle with cancer, technical advancements
in radiation treatment represent hope and a chance
for a healthy, cancer-free life. But when these highly
complex machines used to treat cancers go awry or
when medical technicians and doctors fail to follow
proper safety procedures, it results in suffering worse
than the ailments radiation aims to cure. A litany of
horror stories underscores the consequences when
hospitals fail to provide safe radiation treatment to
cancer patients. In many of these horror stories, poor
software design, poor human-machine interfaces,
and lack of proper training are root causes of the
problems.
The deaths of Scott Jerome-Parks and Alexandra
Jn-Charles, both patients of New York City hospitals,
are prime examples of radiation treatments going
awry. Jerome-Parks worked in southern Manhattan
near the site of the World Trade Center attacks, and
suspected that the tongue cancer he developed later
was related to toxic dust that he came in contact with
after the attacks. His prognosis was uncertain at first,
but he had some reason to be optimistic, given the
quality of the treatment provided by state-of-the-art
linear accelerators at St. Vincents Hospital, which he
selected for his treatment. But after receiving
erroneous dosages of radiation several times, his
condition drastically worsened.
For the most part, state-of-the-art linear accelerators do in fact provide effective and safe care for
cancer patients, and Americans safely receive an
increasing amount of medical radiation each year.
Radiation helps to diagnose and treat all sorts of
cancers, saving many patients lives in the process,
and is administered safely to over half of all cancer
patients. Whereas older machines were only capable
of imaging a tumor in two dimensions and projecting
straight beams of radiation, newer linear accelerators

are capable of modeling cancerous tumors in three
dimensions and shaping beams of radiation to
conform to those shapes.
One of the most common issues with radiation
therapy is finding ways to destroy cancerous cells
while preserving healthy cells. Using this beamshaping technique, radiation doesnt pass through as
much healthy tissue to reach the cancerous areas.
Hospitals advertised their new accelerators as being
able to treat previously untreatable cancers because
of the precision of the beam-shaping method. Using
older machinery, cancers that were too close to
important bodily structures were considered too
dangerous to treat with radiation due to the
imprecision of the equipment.
How, then, are radiation-related accidents
increasing in frequency, given the advances in linear
acceleration technology? In the cases of JeromeParks and Jn-Charles, a combination of machine
malfunctions and user error led to these frightening
mistakes. Jerome-Parkss brain stem and neck were
exposed to excessive dosages of radiation on three
separate occasions because of a computer error.
The linear accelerator used to treat Jerome-Parks is
known as a multi-leaf collimator, a newer, more
powerful model that uses over a hundred metal
leaves to adjust the shape and strength of the beam.
The St. Vincents hospital collimator was made by
Varian Medical Systems, a leading supplier of
radiation equipment.
Dr. Anthony M. Berson, St. Vincents chief
radiation oncologist, reworked Mr. Jerome Parkss
radiation treatment plan to give more protection to
his teeth. Nina Kalach, the medical physicist in
charge of implementing Jerome-Parkss radiation
treatment plan, used Varian software to revise the
plan. State records show that as Ms. Kalach was
trying to save her work, the computer began seizing
up, displaying an error message. The error message
asked if Ms. Kalach wanted to save her changes
before the program aborted and she responded that
she did. Dr. Berson approved the plan.
Six minutes after another computer crash, the first
of several radioactive beams was turned on, followed
by several additional rounds of radiation the next few
days. After the third treatment, Ms. Kalach ran a test
to verify that the treatment plan was carried out as
prescribed, and found that the multileaf collimator,

158

Part One Organizations, Management, and the Networked Enterprise

which was supposed to focus the beam precisely on
Mr. Jerome Parkss tumor, was wide open.
The patients entire neck had been exposed and
Mr. Jerome-Parks had seven times the prescribed
dose of radiation.
As a result of the radiation overdose, Mr. JeromeParkss experienced deafness and near-blindness,
ulcers in his mouth and throat, persistent nausea,
and severe pain. His teeth were falling out, he
couldnt swallow, and he was eventually unable to
breathe. He died soon after, at the age of 43.
Jn-Charless case was similarly tragic. A 32-year
old mother of two from Brooklyn, she was diagnosed
with an aggressive form of breast cancer, but her
outlook seemed good after breast surgery and
chemotherapy, with only 28 days of radiation
treatments left to perform. However, the linear
accelerator used at the Brooklyn hospital where
Jn-Charles was treated was not a multi-leaf collimator, but instead a slightly older model, which uses a
device known as a wedge to prevent radiation from
reaching unintended areas of the body.
On the day of her 28th and final session, technicians realized that something had gone wrong. JnCharless skin had slowly begun to peel and seemed
to resist healing. When the hospital looked into the
treatment to see why this could have happened, they
discovered that the linear accelerator lacked the crucial command to insert the wedge, which must be
programmed by the user. Technicians had failed to
notice error messages on their screens indicating the
missing wedge during each of the 27 sessions. This
meant that Jn-Charles had been exposed to almost
quadruple the normal amount of radiation during
each of those 27 visits.
Ms. Jn-Charless radiation overdose created a
wound that would not heal despite numerous
sessions in a hyperbaric chamber and multiple
surgeries. Although the wound closed up over a year
later, she died shortly afterwards.
It might seem that the carelessness or laziness of
the medical technicians who administered treatment
is primarily to blame in these cases, but other factors
have contributed just as much. The complexity of
new linear accelerator technology has not been
accompanied with appropriate updates in software,
training, safety procedures, and staffing. St. Vincents
hospital stated that system crashes similar to those
involved in the improper therapy for Mr. JeromeParks are not uncommon with the Varian software,
and these issues have been communicated to Varian
on numerous occasions.

Manufacturers of these machines boast that they
can safely administer radiation treatment to more
and more patients each day, but hospitals are rarely
able to adjust their staffing to handle those workloads
or increase the amount of training technicians
receive before using newer machines. Medical
technicians incorrectly assume that the new systems
and software are going to work correctly, but in
reality they have not been tested over long periods of
time.
Many of these errors could have been detected if
the machine operators were paying attention. In fact,
many of the reported errors involve mistakes as
simple and as egregious as treating patients for the
wrong cancers; in one example, a brain cancer
patient received radiation intended for breast cancer.
Todays linear accelerators also lack some of the
necessary safeguards given the amounts of radiation
that they can deliver. For example, many linear
accelerators are unable to alert users when a dosage
of radiation far exceeds the necessary amount to
effectively damage a cancerous tumor. Though
responsibility ultimately rests with the technician,
software programmers may not have designed their
product with the technicians needs in mind.
Though the complexity of newer machines has
exposed the inadequacy of the safety procedures
hospitals employ for radiation treatments, the
increasing number of patients receiving radiation
due to the speed and increased capability of these
machines has created other problems. Technicians at
many of the hospitals reporting radiation-related
errors reported being chronically overworked, often
dealing with over a hundred patients per day. These
already swamped medical technicians are not forced
to check over the settings of the linear accelerators
that they are handling, and errors that are introduced
to the computer systems early on are difficult to
detect. As a result, the same erroneous treatment
may be administered repeatedly, until the technicians and doctors have a reason to check it. Often,
the reason is a seriously injured patient.
Further complicating the issue is the fact that the
total number of radiation-related accidents each year
is essentially unknown. No single agency exists to
collect data across the country on these accidents,
and many states dont even require that accidents be
reported. Even in states that do, hospitals are often
reluctant to report errors that theyve made, fearful
that it will scare potential patients away, affecting
their bottom lines. Some instances of hospital error
are difficult to detect, since radiation-related cancer
may appear a long while after the faulty treatment,

Chapter 4 Ethical and Social Issues in Information Systems

and under-radiation doesnt result in any observable
injury. Even in New York, which has one of the
strictest accident reporting requirements in place
and keeps reporting hospitals anonymous to
encourage them to share their data, a significant
portion of errors go unreportedperhaps even a
majority of errors.
The problem is certainly not unique to New York.
In New Jersey, 36 patients were over-radiated at a
single hospital by an inexperienced team of
technicians, and the mistakes continued for months
in the absence of a system that detected treatment
errors. Patients in Louisiana, Texas, and California
repeatedly received incorrect dosages that led to
other crippling ailments. Nor is the issue unique to
the United States. In Panama, 28 patients at the
National Cancer Institute received overdoses of radiation for various types of cancers. Doctors had
ordered medical physicists to add a fifth block, or
metal sheet similar to the leaves in a multi-leaf
collimator, to their linear accelerators, which were
only designed to support four blocks. When the staff
attempted to get the machine software to work with
the extra block, the results were miscalculated
dosages and over-radiated patients.
The lack of a central U.S. reporting and regulatory
agency for radiation therapy means that in the event
of a radiation-related mistake, all of the groups
involved are able to avoid ultimate responsibility.
Medical machinery and software manufacturers
claim that its the doctors and medical technicians
responsibility to properly use the machines, and the
hospitals responsibility to properly budget time and
resources for training. Technicians claim that they
are understaffed and overworked, and that there are
no procedures in place to check their work and no
time to do so even if there were. Hospitals claim that
the newer machinery lacks the proper fail-safe
mechanisms and that there is no room on already
limited budgets for the training that equipment
manufacturers claim is required.
Currently, the responsibility for regulating these
incidents falls upon the states, which vary widely in
their enforcement of reporting. Many states require
no reporting at all, but even in a state like Ohio,

159

which requires reporting of medical mistakes within
15 days of the incident, these rules are routinely broken. Moreover, radiation technicians do not require a
license in Ohio, as they do in many other states.
Dr. Fred A. Mettler, Jr., a radiation expert who has
investigated radiation accidents worldwide, notes
that while there are accidents, you wouldnt want to
scare people to death where they dont get needed
radiation therapy. And it bears repeating that the
vast majority of the time, radiation works, and saves
some people from terminal cancer. But technicians,
hospitals, equipment and software manufacturers,
and regulators all need to collaborate to create a
common set of safety procedures, software features,
reporting standards, and certification requirements
for technicians in order to reduce the number of
radiation accidents.
Sources: Walt Bogdanich, Medical Group Urges New Rules on
Radiation, The New York Times, February 4, 2010; As Technology
Surges, Radiation Safeguards Lag, The New York Times, January
27, 2010; Radiation Offers New Cures, and Ways to Do Harm, The
New York Times, January 24, 2010; and Case Studies: When
Medical Radiation Goes Awry, The New York Times, January 21,
2010.

CASE STUDY QUESTIONS
1. What concepts in the chapter are illustrated in this
case? What ethical issues are raised by radiation
technology?
2. What management, organization, and technology
factors were responsible for the problems detailed
in this case? Explain the role of each.
3. Do you feel that any of the groups involved with
this issue (hospital administrators, technicians,
medical equipment and software manufacturers)
should accept the majority of the blame for these
incidents? Why or why not?
4. How would a central reporting agency that
gathered data on radiation-related accidents help
reduce the number of radiation therapy errors in
the future?
5. If you were in charge of designing electronic
software for a linear accelerator, what are some
features you would include? Are there any
features you would avoid?

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PART

TWO

Information Technology
Infrastructure
Chapter 5

Chapter 7

IT Infrastructure and Emerging
Technologies

Telecommunications, the Internet,
and Wireless Technology

Chapter 6

Chapter 8

Foundations of Business Intelligence:
Databases and Information
Management

Securing Information Systems

Part Two provides the technical foundation for understanding information systems by
examining hardware, software, database, and networking technologies along with
tools and techniques for security and control. This part answers questions such as:
What technologies do businesses today need to accomplish their work? What do I
need to know about these technologies to make sure they enhance the performance
of the firm? How are these technologies likely to change in the future? What technologies and procedures are required to ensure that systems are reliable and secure?

Chapter 5

IT Infrastructure and Emerging
Technologies
L EARNING OBJECTIVESS

CHAPTER OUTLINE

After reading this chapter, you
will be able to answer the
following questions:

5.1

1. What is IT infrastructure and what
are its components?
2. What are the stages and technology
drivers of IT infrastructure
evolution?
3. What are the current trends in
computer hardware platforms?
4. What are the current trends in
software platforms?
5 . What are the challenges of
managing IT infrastructure and
management solutions?

Interactive Sessions:
New to the Touch
Is Green Computing Good for
Business?

he Bay Area Rapid Transit (BART) is a heavy-rail public transit system that connects
San Francisco to Oakland, California, and other neighboring cities to the east and
south. BART has provided fast, reliable transportation for more than 35 years and
now carries more than 346,000 passengers each day over 104 miles of track and 43
stations. It provides an alternative to driving on bridges and highways, decreasing travel time
and the number of cars on the Bay Areas congested roads. It is the fifth busiest rapid transit
system in the United States.
BART recently embarked on an ambitious modernization effort to overhaul stations,
deploy new rail cars, and extend routes. This modernization effort also encompassed
BARTs information technology infrastructure. BARTs information systems were no longer
state-of-the art, and they were starting to affect its ability to provide good service. Aging
homegrown financial and human resources systems could no longer provide information
rapidly enough for making timely decisions, and they were too unreliable to support its
24/7 operations.
BART upgraded both its hardware and software. It replaced old legacy mainframe applications with Oracles PeopleSoft Enterprise applications running on HP Integrity blade servers
and the Oracle Enterprise Linux operating system. This configuration provides more flexibility and room to grow because BART is able to run the PeopleSoft software in conjunction with
new applications it could not previously run.
BART wanted to create a high-availability IT infrastructure using grid computing where it
could match computing and storage capacity more closely to actual demand. BART chose to
run its applications on a cluster of servers using a grid architecture. Multiple operating
environments share capacity and computing resources that can be provisioned, distributed,
and redistributed as needed over the grid.
In most data centers, a distinct server is deployed for each application, and each server
typically uses only a fraction of its capacity. BART uses virtualization to run multiple applications on the same server, increasing server capacity utilization to 50 percent or higher. This
means fewer servers can be used to accomplish the same amount of work.
With blade servers, if BART needs more capacity, it can add another server to the main
system. Energy usage is minimized because BART does not have to purchase computing
capacity it doesnt need and
the blade servers stripped
down modular design minimizes the use of physical space
and energy.
By using less hardware and
using existing computing
resources more efficiently,
BARTs grid environment saves
power and cooling costs.
Consolidating
applications
onto a shared grid of server
capacity is expected to reduce
energy usage by about 20 percent.

163

164

Part Two Information Technology Infrastructure
Sources: David Baum, Speeding into the Modern Age, Profit, February 2010; www.bart.gov,
accessed June 5, 2010; and Steve Clouther, The San Francisco Bay Area Rapid Transit Uses
IBM Technology to Improve Safety and Reliability, ARC Advisory Group, October 7, 2009.

B

ART has been widely praised as a successful modern rapid transit
system, but its operations and ability to grow where needed were
hampered by an outdated IT infrastructure. BARTs management felt the best
solution was to invest in new hardware and software technologies that were
more cost-effective, efficient, and energy-saving.
The chapter-opening diagram calls attention to important points raised by
this case and this chapter. Management realized that in order to keep providing the level of service expected by Bay Area residents, it had to modernize
its operations, including the hardware and software used for running the
organization. The IT infrastructure investments it made had to support
BARTs business goals and contribute to improving its performance. Other
goals included reducing costs and also green goals of reducing power and
materials consumption.
By replacing its legacy software and computers with blade servers on a
grid and more modern business software, BART was able to reduce wasted
computer resources not used for processing, use existing resources more
efficiently, and cut costs and power consumption. New software tools make
it much easier to develop new applications and services. BARTs IT infrastucture is easier to manage and capable of scaling to accommodate growing
processing loads and new business opportunities. This case shows that the
right hardware and software investments not only improve business performance but can also contribute to important social goals, such as conservation
of power and materials.

Chapter 5 IT Infrastructure and Emerging Technologies

5.1

IT INFRASTRUCTURE

I

n Chapter 1, we defined information technology (IT) infrastructure as the
shared technology resources that provide the platform for the firms
specific information system applications. IT infrastructure includes
investment in hardware, software, and servicessuch as consulting,
education, and trainingthat are shared across the entire firm or across
entire business units in the firm. A firms IT infrastructure provides the foundation for serving customers, working with vendors, and managing internal
firm business processes (see Figure 5-1).
Supplying U.S. firms with IT infrastructure (hardware and software) in 2010 is
estimated to be a $1 trillion industry when telecommunications, networking
equipment, and telecommunications services (Internet, telephone, and data
transmission) are included. This does not include IT and related business process
consulting services, which would add another $800 billion. Investments in
infrastructure account for between 25 and 50 percent of information technology
expenditures in large firms, led by financial services firms where IT investment
is well over half of all capital investment (Weill et al., 2002).

DEFINING IT INFRASTRUCTURE
IT infrastructure consists of a set of physical devices and software applications
that are required to operate the entire enterprise. But IT infrastructure is also a
set of firmwide services budgeted by management and comprising both human
and technical capabilities. These services include the following:

FIGURE 5-1

CONNECTION BETWEEN THE FIRM, IT INFRASTRUCTURE, AND
BUSINESS CAPABILITIES

The services a firm is capable of providing to its customers, suppliers, and employees are a direct
function of its IT infrastructure. Ideally, this infrastructure should support the firms business and
information systems strategy. New information technologies have a powerful impact on business and
IT strategies, as well as the services that can be provided to customers.

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Computing platforms used to provide computing services that connect
employees, customers, and suppliers into a coherent digital environment,
including large mainframes, midrange computers, desktop and laptop
computers, and mobile handheld devices.
Telecommunications services that provide data, voice, and video connectivity
to employees, customers, and suppliers.
Data management services that store and manage corporate data and provide
capabilities for analyzing the data.
Application software services that provide enterprise-wide capabilities such
as enterprise resource planning, customer relationship management, supply
chain management, and knowledge management systems that are shared by
all business units.
Physical facilities management services that develop and manage the
physical installations required for computing, telecommunications, and data
management services.
IT management services that plan and develop the infrastructure, coordinate
with the business units for IT services, manage accounting for the IT
expenditure, and provide project management services.
IT standards services that provide the firm and its business units with
policies that determine which information technology will be used, when,
and how.
IT education services that provide training in system use to employees and
offer managers training in how to plan for and manage IT investments.
IT research and development services that provide the firm with research on
potential future IT projects and investments that could help the firm
differentiate itself in the marketplace.

This service platform perspective makes it easier to understand the
business value provided by infrastructure investments. For instance, the real
business value of a fully loaded personal computer operating at 3 gigahertz
that costs about $1,000 or a high-speed Internet connection is hard to understand without knowing who will use it and how it will be used. When we look
at the services provided by these tools, however, their value becomes more
apparent: The new PC makes it possible for a high-cost employee making
$100,000 a year to connect to all the companys major systems and the public
Internet. The high-speed Internet service saves this employee about one hour
per day in reduced wait time for Internet information. Without this PC and
Internet connection, the value of this one employee to the firm might be cut
in half.

EVOLUTION OF IT INFRASTRUCTURE
The IT infrastructure in organizations today is an outgrowth of over 50 years
of evolution in computing platforms. There have been five stages in this evolution, each representing a different configuration of computing power and
infrastructure elements (see Figure 5-2). The five eras are general-purpose
mainframe and minicomputer computing, personal computers, client/server
networks, enterprise computing, and cloud and mobile computing.
Technologies that characterize one era may also be used in another time
period for other purposes. For example, some companies still run traditional
mainframe systems or use mainframe computers as massive servers supporting
large Web sites and corporate enterprise applications.

Chapter 5 IT Infrastructure and Emerging Technologies
FIGURE 5-2

ERAS IN IT INFRASTRUCTURE EVOLUTION

Illustrated here are the typical computing configurations characterizing each of the five eras of IT
infrastructure evolution.

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General-Purpose Mainframe and Minicomputer Era:
(1959 to Present)
The introduction of the IBM 1401 and 7090 transistorized machines in 1959
marked the beginning of widespread commercial use of mainframe computers.
In 1965, the mainframe computer truly came into its own with the introduction
of the IBM 360 series. The 360 was the first commercial computer with a powerful operating system that could provide time sharing, multitasking, and virtual
memory in more advanced models. IBM has dominated mainframe computing
from this point on. Mainframe computers became powerful enough to support
thousands of online remote terminals connected to the centralized mainframe
using proprietary communication protocols and proprietary data lines.
The mainframe era was a period of highly centralized computing under the
control of professional programmers and systems operators (usually in a corporate data center), with most elements of infrastructure provided by a single
vendor, the manufacturer of the hardware and the software.
This pattern began to change with the introduction of minicomputers
produced by Digital Equipment Corporation (DEC) in 1965. DEC minicomputers (PDP-11 and later the VAX machines) offered powerful machines at far
lower prices than IBM mainframes, making possible decentralized computing,
customized to the specific needs of individual departments or business units
rather than time sharing on a single huge mainframe. In recent years, the
minicomputer has evolved into a midrange computer or midrange server and is
part of a network.

Personal Computer Era: (1981 to Present)
Although the first truly personal computers (PCs) appeared in the 1970s (the
Xerox Alto, the MITS Altair 8800, and the Apple I and II, to name a few), these
machines had only limited distribution to computer enthusiasts. The appearance of the IBM PC in 1981 is usually considered the beginning of the PC era
because this machine was the first to be widely adopted by American businesses. At first using the DOS operating system, a text-based command language, and later the Microsoft Windows operating system, the Wintel PC computer (Windows operating system software on a computer with an Intel
microprocessor) became the standard desktop personal computer. Today, 95
percent of the worlds estimated 1.5 billion computers use the Wintel standard.
Proliferation of PCs in the 1980s and early 1990s launched a spate of personal
desktop productivity software toolsword processors, spreadsheets, electronic
presentation software, and small data management programsthat were very
valuable to both home and corporate users. These PCs were standalone systems
until PC operating system software in the 1990s made it possible to link them
into networks.

Client/Server Era (1983 to Present)
In client/server computing, desktop or laptop computers called clients are
networked to powerful server computers that provide the client computers
with a variety of services and capabilities. Computer processing work is split
between these two types of machines. The client is the user point of entry,
whereas the server typically processes and stores shared data, serves up Web
pages, or manages network activities. The term server refers to both the
software application and the physical computer on which the network software
runs. The server could be a mainframe, but today, server computers typically
are more powerful versions of personal computers, based on inexpensive chips
and often using multiple processors in a single computer box.

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The simplest client/server network consists of a client computer networked
to a server computer, with processing split between the two types of machines.
This is called a two-tiered client/server architecture. Whereas simple
client/server networks can be found in small businesses, most corporations
have more complex, multitiered (often called N-tier) client/server architectures in which the work of the entire network is balanced over several
different levels of servers, depending on the kind of service being requested
(see Figure 5-3).
For instance, at the first level, a Web server will serve a Web page to a client
in response to a request for service. Web server software is responsible for
locating and managing stored Web pages. If the client requests access to a corporate system (a product list or price information, for instance), the request is
passed along to an application server. Application server software handles all
application operations between a user and an organizations back-end business
systems. The application server may reside on the same computer as the Web
server or on its own dedicated computer. Chapters 6 and 7 provide more detail
on other pieces of software that are used in multitiered client/server architectures for e-commerce and e-business.
Client/server computing enables businesses to distribute computing work
across a series of smaller, inexpensive machines that cost much less than
minicomputers or centralized mainframe systems. The result is an explosion in
computing power and applications throughout the firm.
Novell NetWare was the leading technology for client/server networking at
the beginning of the client/server era. Today, Microsoft is the market leader
with its Windows operating systems (Windows Server, Windows 7, Windows
Vista, and Windows XP).

Enterprise Computing Era (1992 to Present)
In the early 1990s, firms turned to networking standards and software tools
that could integrate disparate networks and applications throughout the firm
into an enterprise-wide infrastructure. As the Internet developed into a trusted
communications environment after 1995, business firms began seriously using
the Transmission Control Protocol/Internet Protocol (TCP/IP) networking

FIGURE 5-3

A MULTITIERED CLIENT/SERVER NETWORK (N-TIER)

In a multitiered client/server network, client requests for service are handled by different levels of
servers.

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standard to tie their disparate networks together. We discuss TCP/IP in detail
in Chapter 7.
The resulting IT infrastructure links different pieces of computer hardware
and smaller networks into an enterprise-wide network so that information can
flow freely across the organization and between the firm and other organizations. It can link different types of computer hardware, including mainframes,
servers, PCs, mobile phones, and other handheld devices, and it includes public
infrastructures such as the telephone system, the Internet, and public network
services. The enterprise infrastructure also requires software to link disparate
applications and enable data to flow freely among different parts of the
business, such as enterprise applications (see Chapters 2 and 9) and Web
services (discussed in Section 5.4).

Cloud and Mobile Computing Era (2000 to Present)
The growing bandwidth power of the Internet has pushed the client/server
model one step further, towards what is called the Cloud Computing Model.
Cloud computing refers to a model of computing that provides access to a
shared pool of computing resources (computers, storage, applications, and
services), over a network, often the Internet. These clouds of computing
resources can be accessed on an as-needed basis from any connected device
and location. Currently, cloud computing is the fastest growing form of
computing, with global revenue expected to reach close to $89 billion in 2011
and nearly $149 billion by 2014 according to Gartner Inc. technology consultants (Cheng and Borzo, 2010; Veverka, 2010).
Thousands or even hundreds of thousands computers are located in cloud
data centers, where they can be accessed by desktop computers, laptop
computers, netbooks, entertainment centers, mobile devices, and other client
machines linked to the Internet, with both personal and corporate computing
increasingly moving to mobile platforms. IBM, HP, Dell, and Amazon operate
huge, scalable cloud computing centers that provide computing power, data
storage, and high-speed Internet connections to firms that want to maintain
their IT infrastructures remotely. Software firms such as Google, Microsoft,
SAP, Oracle, and Salesforce.com sell software applications as services delivered
over the Internet.
We discuss cloud computing in more detail in Section 5.3. The Learning
Tracks include a table on Stages in IT Infrastructure Evolution, which compares
each era on the infrastructure dimensions introduced.

TECHNOLOGY DRIVERS OF INFRASTRUCTURE
EVOLUTION
The changes in IT infrastructure we have just described have resulted from
developments in computer processing, memory chips, storage devices,
telecommunications and networking hardware and software, and software
design that have exponentially increased computing power while exponentially
reducing costs. Lets look at the most important developments.

Moores L aw and Microprocessing Power
In 1965, Gordon Moore, the directory of Fairchild Semiconductors Research
and Development Laboratories, an early manufacturer of integrated circuits,
wrote in Electronics magazine that since the first microprocessor chip was
introduced in 1959, the number of components on a chip with the smallest

Chapter 5 IT Infrastructure and Emerging Technologies

manufacturing costs per component (generally transistors) had doubled each
year. This assertion became the foundation of Moores Law. Moore later
reduced the rate of growth to a doubling every two years.
This law would later be interpreted in multiple ways. There are at least three
variations of Moores Law, none of which Moore ever stated: (1) the power of
microprocessors doubles every 18 months; (2) computing power doubles every
18 months; and (3) the price of computing falls by half every 18 months.
Figure 5-4 illustrates the relationship between number of transistors on a
microprocessor and millions of instructions per second (MIPS), a common
measure of processor power. Figure 5-5 shows the exponential decline in the
cost of transistors and rise in computing power. In 2010 for instance, and Intel
8-Core Xeon processor contains 2.3 billion transistors.
Exponential growth in the number of transistors and the power of processors
coupled with an exponential decline in computing costs is likely to continue. Chip
manufacturers continue to miniaturize components. Todays transistors should no
longer be compared to the size of a human hair but rather to the size of a virus.
By using nanotechnology, chip manufacturers can even shrink the size of
transistors down to the width of several atoms. Nanotechnology uses individual atoms and molecules to create computer chips and other devices that are
thousands of times smaller than current technologies permit. Chip manufacturers are trying to develop a manufacturing process that could produce
nanotube processors economically (Figure 5-6). IBM has just started making
microprocessors in a production setting using this technology.

The Law of Mass Digital Storage
A second technology driver of IT infrastructure change is the Law of Mass
Digital Storage. The world produces as much as 5 exabytes of unique information per year (an exabyte is a billion gigabytes, or 1018 bytes). The amount of
digital information is roughly doubling every year (Lyman and Varian, 2003).
Fortunately, the cost of storing digital information is falling at an exponential

FIGURE 5-4

MOORES LAW AND MICROPROCESSOR PERFORMANCE

Packing over 2 billion transistors into a tiny microprocessor has exponentially increased processing
power. Processing power has increased to over 500,000 MIPS (millions of instructions per second).
Sources: Intel, 2010; authors estimate.

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FIGURE 5-5

FALLING COST OF CHIPS

Packing more transistors into less space has driven down transistor cost dramatically as well as the
cost of the products in which they are used.
Source: Intel, 2010; authors estimates.

FIGURE 5-6

EXAMPLES OF NANOTUBES

Nanotubes are tiny tubes about 10,000 times thinner than a human hair. They consist of rolled up
sheets of carbon hexagons and have the potential uses as minuscule wires or in ultrasmall electronic
devices and are very powerful conductors of electrical current.

Chapter 5 IT Infrastructure and Emerging Technologies

rate of 100 percent a year. Figure 5-7 shows that the number of kilobytes that
can be stored on magnetic media for $1 from 1950 to the present roughly doubled every 15 months.

Metcalfes Law and Network Economics
Moores Law and the Law of Mass Storage help us understand why computing
resources are now so readily available. But why do people want more computing and storage power? The economics of networks and the growth of the
Internet provide some answers.
Robert Metcalfeinventor of Ethernet local area network technology
claimed in 1970 that the value or power of a network grows exponentially as a
function of the number of network members. Metcalfe and others point to the
increasing returns to scale that network members receive as more and more
people join the network. As the number of members in a network grows
linearly, the value of the entire system grows exponentially and continues to
grow forever as members increase. Demand for information technology has
been driven by the social and business value of digital networks, which rapidly
multiply the number of actual and potential links among network members.

Declining Communications Costs and the Internet
A fourth technology driver transforming IT infrastructure is the rapid decline
in the costs of communication and the exponential growth in the size of the

FIGURE 5-7

THE COST OF STORING DATA DECLINES EXPONENTIALLY 19502010

Since the first magnetic storage device was used in 1955, the cost of storing a kilobyte of data has
fallen exponentially, doubling the amount of digital storage for each dollar expended every 15 months
on average.
Sources: Kurzweil 2003; authors estimates.

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Internet. An estimated 1.8 billion people worldwide now have Internet access
(Internet World Stats, 2010). Figure 5-8 illustrates the exponentially declining
cost of communication both over the Internet and over telephone networks
(which increasingly are based on the Internet). As communication costs fall
toward a very small number and approach 0, utilization of communication and
computing facilities explodes.
To take advantage of the business value associated with the Internet, firms
must greatly expand their Internet connections, including wireless connectivity, and greatly expand the power of their client/server networks, desktop
clients, and mobile computing devices. There is every reason to believe these
trends will continue.

Standards and Network Effects
Todays enterprise infrastructure and Internet computing would be impossible
both now and in the futurewithout agreements among manufacturers and
widespread consumer acceptance of technology standards. Technology
standards are specifications that establish the compatibility of products and the
ability to communicate in a network (Stango, 2004).
Technology standards unleash powerful economies of scale and result in
price declines as manufacturers focus on the products built to a single standard.
Without these economies of scale, computing of any sort would be far more
expensive than is currently the case. Table 5-1 describes important standards
that have shaped IT infrastructure.
Beginning in the 1990s, corporations started moving toward standard computing and communications platforms. The Wintel PC with the Windows operating
system and Microsoft Office desktop productivity applications became the standard desktop and mobile client computing platform. Widespread adoption of Unix
as the enterprise server operating system of choice made possible the replacement of proprietary and expensive mainframe infrastructures. In telecommunications, the Ethernet standard enabled PCs to connect together in small local area
networks (LANs; see Chapter 7), and the TCP/IP standard enabled these LANs to
be connected into firm-wide networks, and ultimately, to the Internet.

F IGURE 5-8

EXPONENTIAL DECLINES IN INTERNET COMMUNICATIONS COSTS

One reason for the growth in the Internet population is the rapid decline in Internet connection and
overall communication costs. The cost per kilobit of Internet access has fallen exponentially since
1995. Digital subscriber line (DSL) and cable modems now deliver a kilobit of communication for a
retail price of around 2 cents.
Source: Authors.

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175

TABLE 5-1 SOME IMPORTANT STANDARDS IN COMPUTING
STANDARD

SIGNIFICANCE

American Standard Code for Information
Interchange (ASCII) (1958)

Made it possible for computer machines from different manufacturers to exchange
data; later used as the universal language linking input and output devices such as
keyboards and mice to computers. Adopted by the American National Standards
Institute in 1963.

Common Business Oriented Language
(COBOL) (1959)

An easy-to-use software language that greatly expanded the ability of programmers to
write business-related programs and reduced the cost of software. Sponsored by the
Defense Department in 1959.

Unix (19691975)

A powerful multitasking, multiuser, portable operating system initially developed at
Bell Labs (1969) and later released for use by others (1975). It operates on a wide variety of
computers from different manufacturers. Adopted by Sun, IBM, HP, and others in the 1980s,
it became the most widely used enterprise-level operating system.

Transmission Control Protocol/Internet
Protocol (TCP/IP) (1974)

Suite of communications protocols and a common addressing scheme that enables
millions of computers to connect together in one giant global network (the Internet).
Later, it was used as the default networking protocol suite for local area networks and
intranets. Developed in the early 1970s for the U.S. Department of Defense.

Ethernet (1973)

A network standard for connecting desktop computers into local area networks that
enabled the widespread adoption of client/server computing and local area networks,
and further stimulated the adoption of personal computers.

IBM/Microsoft/Intel Personal
Computer (1981)

The standard Wintel design for personal desktop computing based on standard Intel
processors and other standard devices, Microsoft DOS, and later Windows software.
The emergence of this standard, low-cost product laid the foundation for a 25-year period of
explosive growth in computing throughout all organizations around the globe. Today, more
than 1 billion PCs power business and government activities every day.

World Wide Web (19891993)

Standards for storing, retrieving, formatting, and displaying information as a worldwide
web of electronic pages incorporating text, graphics, audio, and video enables
creation of a global repository of billions of Web pages.

5.2

INFRASTRUCTURE COMPONENTS

IT infrastructure today is composed of seven major components. Figure 5-9
illustrates these infrastructure components and the major vendors within each
component category. These components constitute investments that must be
coordinated with one another to provide the firm with a coherent infrastructure.
In the past, technology vendors supplying these components were often in
competition with one another, offering purchasing firms a mixture of incompatible, proprietary, partial solutions. But increasingly the vendor firms have been
forced by large customers to cooperate in strategic partnerships with one
another. For instance, a hardware and services provider such as IBM cooperates
with all the major enterprise software providers, has strategic relationships with
system integrators, and promises to work with whichever database products its
client firms wish to use (even though it sells its own database management
software called DB2).

COMPUTER HARDWARE PLATFORMS
U.S. firms will spend about $109 billion in 2010 on computer hardware. This
component includes client machines (desktop PCs, mobile computing devices
such as netbooks and laptops but not including iPhones or BlackBerrys) and

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FIGURE 5-9

THE IT INFRASTRUCTURE ECOSYSTEM

There are seven major components that must be coordinated to provide the firm with a coherent IT infrastructure. Listed here are
major technologies and suppliers for each component.

server machines. The client machines use primarily Intel or AMD microprocessors. In 2010, there will be about 90 million PCs sold to U.S. customers
(400 million worldwide) (Gartner, 2010).
The server market uses mostly Intel or AMD processors in the form of blade
servers in racks, but also includes Sun SPARC microprocessors and IBM POWER
chips specially designed for server use. Blade servers, which we discussed in
the chapter-opening case, are ultrathin computers consisting of a circuit board
with processors, memory, and network connections that are stored in racks.
They take up less space than traditional box-based servers. Secondary storage
may be provided by a hard drive in each blade server or by external mass-storage drives.
The marketplace for computer hardware has increasingly become concentrated in top firms such as IBM, HP, Dell, and Sun Microsystems (acquired by
Oracle), and three chip producers: Intel, AMD, and IBM. The industry has
collectively settled on Intel as the standard processor, with major exceptions in
the server market for Unix and Linux machines, which might use Sun or IBM
Unix processors.

Chapter 5 IT Infrastructure and Emerging Technologies

Mainframes have not disappeared. The mainframe market has actually
grown steadily over the last decade, although the number of providers has
dwindled to one: IBM. IBM has also repurposed its mainframe systems so they
can be used as giant servers for massive enterprise networks and corporate Web
sites. A single IBM mainframe can run up to 17,000 instances of Linux or
Windows server software and is capable of replacing thousands of smaller blade
servers (see the discussion of virtualization in Section 5.3).

OPERATING SYSTEM PLATFORMS
In 2010, Microsoft Windows comprises about 75 percent of the server operating
system market, with 25 percent of corporate servers using some form of the
Unix operating system or Linux, an inexpensive and robust open source relative of Unix. Microsoft Windows Server is capable of providing enterprise-wide
operating system and network services, and appeals to organizations seeking
Windows-based IT infrastructures (IDC, 2010).
Unix and Linux are scalable, reliable, and much less expensive than mainframe operating systems. They can also run on many different types of processors. The major providers of Unix operating systems are IBM, HP, and Sun, each
with slightly different and partially incompatible versions.
At the client level, 90 percent of PCs use some form of Microsoft Windows
operating system (such as Windows 7, Windows Vista, or Windows XP) to manage the resources and activities of the computer. However, there is now a much
greater variety of operating systems than in the past, with new operating systems
for computing on handheld mobile digital devices or cloud-connected computers.
Googles Chrome OS provides a lightweight operating system for cloud computing using netbooks. Programs are not stored on the users PC but are used
over the Internet and accessed through the Chrome Web browser. User data
resides on servers across the Internet. Microsoft has introduced the Windows
Azure operating system for its cloud services and platform. Android is a mobile
operating system developed by Android, Inc. (purchased by Google) and later
the Open Handset Alliance as a flexible, upgradeable mobile device platform.
Conventional client operating system software is designed around the mouse
and keyboard, but increasingly becoming more natural and intuitive by using
touch technology. IPhone OS, the operating system for the phenomenally popular Apple iPad, iPhone, and iPod Touch, features a multitouch interface, where
users use their fingers to manipulate objects on the screen. The Interactive
Session on Technology explores the implications of using multitouch to interact
with the computer.

ENTERPRISE SOFTWARE APPLICATIONS
In addition to software for applications used by specific groups or business
units, U.S. firms will spend about $165 billion in 2010 on software for enterprise
applications that are treated as components of IT infrastructure. We introduced
the various types of enterprise applications in Chapter 2, and Chapter 9 provides a more detailed discussion of each.
The largest providers of enterprise application software are SAP and Oracle
(which acquired PeopleSoft). Also included in this category is middleware
software supplied by vendors such as BEA for achieving firmwide integration
by linking the firms existing application systems. Microsoft is attempting to
move into the lower ends of this market by focusing on small and mediumsized businesses that have not yet implemented enterprise applications.

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I N T E R A C T I V E S E S S I O N : T E C H N O LO GY
NEW TO THE TOUCH
When Steve Jobs first demonstrated the pinchthe
two-finger gesture for zooming in and out of photos
and Web pages on the iPhone, he not only shook up
the mobile phone industrythe entire digital world
took notice. The Apple iPhones multitouch features
dramatized new ways of using touch to interact with
software and devices.
Touch interfaces are not new. People use them
every day to get money from ATMs or to check into
flights at airport kiosks. Academic and commercial
researchers have been working on multitouch
technology for years. What Apple did was to make
multitouch more exciting and relevant, popularizing
it just as it did in the 1980s with the mouse and the
graphical user interface. (These had also been
invented elsewhere.)
Multitouch interfaces are potentially more
versatile than single-touch interfaces. They allow
you to use one or more fingers to perform special
gestures that manipulate lists or objects on a screen
without moving a mouse, pressing buttons, turning
scroll wheels, or striking keys. They take different
actions depending on how many fingers they detect
and which gestures a user performs. Multitouch
gestures are easier to remember than commands
because they are based on ingrained human movements that do not have to be learned, scientists say.
The iPhones Multi-Touch display and software
lets you control everything using only your fingers.
A panel underneath the displays glass cover senses
your touch using electrical fields. It then transmits
that information to a LCD screen below it. Special
software recognizes multiple simultaneous touch
points, (as opposed to the single-touch screen, which
recognizes only one touch point.) You can quickly
move back and forth through a series of Web pages or
photos by swiping, or placing three fingers on the
screen and moving them rapidly sideways. By
pinching the image, you can shrink or expand a
photo.
Apple has made a concerted effort to provide
multitouch features in all of its product categories,
but many other consumer technology companies
have adopted multitouch for some of their products.
Synaptics, a leading supplier of touchpads for laptop
makers who compete with Apple, has announced
that it is incorporating several multitouch features
into its touchpads.

Microsofts Windows 7 operating system sports
multitouch features: When you pair Windows 7 with
a touch-screen PC, you can browse online newspapers, flick through photo albums, and shuffle files
and folders using nothing but your fingers. To zoom
in on something on the screen of a multitouch-compatible PC, you would place two fingers on the
screen and spread them apart. To right-click a file,
touch it with one finger and tap the screen with a
second.
A number of Microsoft Windows PCs have touch
screens, with a few Windows laptops emulating some
of the multitouch features of Apple computers and
handhelds. Microsofts Surface computer runs on
Windows 7 and lets its business customers use
multitouch in a table-top display. Customers of
hotels, casinos, and retail stores will be able to use
multitouch finger gestures to move around digital
objects such as photos, to play games, and to browse
through product options. The Dell Latitude XT tablet
PC uses multitouch, which is helpful to people who
cant grasp a mouse and want the functionality of a
traditional PC. They can use a finger or a stylus
instead. The Android operating system for
smartphones has native support for multi-touch, and
handsets such as the HTC Desire, Nexus One, and
the Motorola Droid have this capability.
Hewlett-Packard (HP) now has laptops and
desktops that use touch technology. Its TouchSmart
computer lets you use two fingers at once to manipulate images on the screen or to make on-screen
gestures designating specific commands without
using cursors or scroll bars. To move an object, you
touch it with a finger and drag it to its new location.
Sliding your finger up and down or sideways
smoothly scrolls the display.
The TouchSmart makes it possible for home users
to engage in a new type of casual computing
putting on music while preparing dinner, quickly
searching for directions before leaving the house, or
leaving written, video, or audio memos for family
members. Both consumers and businesses have
found other uses as well. According to Alan Reed,
HPs vice president and general manager for
Business Desktops, There is untapped potential for
touch technology in the business marketplace to
engage users in a way that has never been done
before.

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Chicagos OHare Airport integrated a group of
TouchSmart PCs into Explore Chicago tourist
kiosks, allowing visitors to check out a virtual
Visitors Center. TouchSmart computing helped an
autistic student to speak to and communicate with
others for the first time in the 14 years of his life.
Without using the TouchSmart PCs wireless
keyboard and mouse, users can hold video chats with
remote workers through a built-in Webcam and
microphone, access e-mail and the Internet, and
manage contacts, calendar items, and photos.
Touch-enabled PCs could also appeal to elementary schools seeking an easy-to-use computer for
students in early grades, or a wall-mountable information kiosk-type device for parents and visitors.
Customers might use touch to place orders with a
retailer, conduct virtual video service calls, or to
teach or utilize social networking for business.

CASE STUDY QUESTIONS
1. What problems does multitouch technology solve?
2. What are the advantages and disadvantages of a
multitouch interface? How useful is it? Explain.
3. Describe three business applications that would
benefit from a multitouch interface.
4. What management, organization, and technology
issues must be addressed if you or your business
was considering systems and computers with
multitouch interfaces?

179

Its too early to know if the new multitouch interface will ever be as popular as the mouse-driven graphical user interface. Although putting ones fingers on
the screen is the ultimate measure of cool in the cell
phone market, a killer application for touch on the
PC has not yet emerged. But its already evident that
touch has real advantages on devices where a mouse
isnt possible or convenient to use, or the decades-old
interface of menus and folders is too cumbersome.
Sources: Claire Cain Miller, To Win Over Todays Users, Gadgets
Have to be Touchable, The New York Times, September 1, 2010;
Katherine Boehret, Apple Adds Touches to Its Mac Desktops, The
Wall Street Journal, August 4, 2010; Ashlee Vance, Tech Industry
Catches Its Breath, The New York Times, February 17, 2010; Kathy
Sandler, The Future of Touch, The Wall Street Journal, June 2,
2009; Suzanne Robitaille, Multitouch to the Rescue? Suite101.com,
January 22, 2009; and Eric Lai, HP Aims TouchSmart Desktop PC
at Businesses, Computerworld, August 1, 2009.

MIS IN ACTION
1 . Describe what you would do differently on your
PC if it had multitouch capabilities. How much
difference would multitouch make in the way you
use your computer?

DATA MANAGEMENT AND STORAGE
Enterprise database management software is responsible for organizing and
managing the firms data so that they can be efficiently accessed and used.
Chapter 6 describes this software in detail. The leading database software
providers are IBM (DB2), Oracle, Microsoft (SQL Server), and Sybase (Adaptive
Server Enterprise), which supply more than 90 percent of the U.S. database
software marketplace. MySQL is a Linux open source relational database
product now owned by Oracle Corporation.
The physical data storage market is dominated by EMC Corporation for largescale systems, and a small number of PC hard disk manufacturers led by
Seagate, Maxtor, and Western Digital.
Digital information is estimated to be growing at 1.2 zettabytes a year. All the
tweets, blogs, videos, e-mails, and Facebook postings as well as traditional corporate data add up in 2010 to several thousand Libraries of Congress (EMC
Corporation, 2010).
With the amount of new digital information in the world growing so
rapidly, the market for digital data storage devices has been growing at more
than 15 percent annually over the last five years. In addition to traditional

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disk arrays and tape libraries, large firms are turning to network-based storage
technologies. Storage area networks (SANs) connect multiple storage
devices on a separate high-speed network dedicated to storage. The SAN
creates a large central pool of storage that can be rapidly accessed and shared
by multiple servers.

NETWORKING/TELECOMMUNICATIONS PLATFORMS
U.S. firms spend $100 billon a year on networking and telecommunications
hardware and a huge $700 billion on networking services (consisting mainly of
telecommunications and telephone company charges for voice lines and
Internet access; these are not included in this discussion). Chapter 7 is devoted
to an in-depth description of the enterprise networking environment, including
the Internet. Windows Server is predominantly used as a local area network
operating system, followed by Linux and Unix. Large enterprise wide area
networks primarily use some variant of Unix. Most local area networks, as well
as wide area enterprise networks, use the TCP/IP protocol suite as a standard
(see Chapter 7).
The leading networking hardware providers are Cisco, Alcatel-Lucent,
Nortel, and Juniper Networks. Telecommunications platforms are typically
provided by telecommunications/telephone services companies that offer
voice and data connectivity, wide area networking, wireless services, and
Internet access. Leading telecommunications service vendors include AT&amp;T
and Verizon (see the Chapter 3 opening case). This market is exploding with
new providers of cellular wireless, high-speed Internet, and Internet telephone
services.

INTERNET PLATFORMS
Internet platforms overlap with, and must relate to, the firms general networking infrastructure and hardware and software platforms. U.S. firms spent an
estimated $40 billion annually on Internet-related infrastructure. These expenditures were for hardware, software, and management services to support a
firms Web site, including Web hosting services, routers, and cabling or wireless
equipment. A Web hosting service maintains a large Web server, or series of
servers, and provides fee-paying subscribers with space to maintain their Web
sites.
The Internet revolution created a veritable explosion in server computers,
with many firms collecting thousands of small servers to run their Internet
operations. Since then there has been a steady push toward server consolidation, reducing the number of server computers by increasing the size and
power of each. The Internet hardware server market has become increasingly
concentrated in the hands of IBM, Dell, and HP/Compaq, as prices have fallen
dramatically.
The major Web software application development tools and suites are
supplied by Microsoft (Microsoft Expression Web, SharePoint Designer, and the
Microsoft .NET family of development tools); Oracle-Sun (Suns Java is the
most widely used tool for developing interactive Web applications on both the
server and client sides); and a host of independent software developers, including Adobe (Flash and text tools like Acrobat), and Real Media (media software).
Chapter 7 describes the components of the firms Internet platform in greater
detail.

Chapter 5 IT Infrastructure and Emerging Technologies

CONSULTING AND SYSTEM INTEGRATION SERVICES
Today, even a large firm does not have the staff, the skills, the budget, or the
necessary experience to deploy and maintain its entire IT infrastructure.
Implementing a new infrastructure requires (as noted in Chapters 3 and 14)
significant changes in business processes and procedures, training and education, and software integration. Leading consulting firms providing this expertise include Accenture, IBM Global Services, HP Enterprise Services, Infosys,
and Wipro Technologies.
Software integration means ensuring the new infrastructure works with
the firms older, so-called legacy systems and ensuring the new elements
of the infrastructure work with one another. Legacy systems are generally
older transaction processing systems created for mainframe computers
that continue to be used to avoid the high cost of replacing or redesigning
them. Replacing these systems is cost prohibitive and generally not
necessary if these older systems can be integrated into a contemporary
infrastructure.

5.3

CONTEMPORARY HARDWARE PLATFORM TRENDS

The exploding power of computer hardware and networking technology has
dramatically changed how businesses organize their computing power, putting
more of this power on networks and mobile handheld devices. We look at seven
hardware trends: the emerging mobile digital platform, grid computing,
virtualization, cloud computing, green computing, high-performance/powersaving processors, and autonomic computing.

THE EMERGING MOBILE DIGITAL PLATFORM
Chapter 1 pointed out that new mobile digital computing platforms have
emerged as alternatives to PCs and larger computers. Cell phones and
smartphones such as the BlackBerry and iPhone have taken on many functions of handheld computers, including transmission of data, surfing the
Web, transmitting e-mail and instant messages, displaying digital content,
and exchanging data with internal corporate systems. The new mobile
platform also includes small low-cost lightweight subnotebooks called
netbooks optimized for wireless communication and Internet access, with
core computing functions such as word processing; tablet computers such as
the iPad; and digital e-book readers such as Amazons Kindle with some Web
access capabilities.
In a few years, smartphones, netbooks, and tablet computers will be the
primary means of accessing the Internet, with business computing moving
increasingly from PCs and desktop machines to these mobile devices. For
example, senior executives at General Motors are using smartphone applications that drill down into vehicle sales information, financial performance,
manufacturing metrics, and project management status. At medical device
maker Astra Tech, sales reps use their smartphones to access Salesforce.com
customer relationship management (CRM) applications and sales data,
checking data on sold and returned products and overall revenue trends before
meeting with customers.

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GRID COMPUTING
Grid computing, involves connecting geographically remote computers into a
single network to create a virtual supercomputer by combining the computational power of all computers on the grid. Grid computing takes advantage of
the fact that most computers use their central processing units on average only
25 percent of the time for the work they have been assigned, leaving these idle
resources available for other processing tasks. Grid computing was impossible
until high-speed Internet connections enabled firms to connect remote
machines economically and move enormous quantities of data.
Grid computing requires software programs to control and allocate resources
on the grid. Client software communicates with a server software application.
The server software breaks data and application code into chunks that are then
parceled out to the grids machines. The client machines perform their
traditional tasks while running grid applications in the background.
The business case for using grid computing involves cost savings, speed of
computation, and agility, as noted in the chapter-opening case. The chapteropening case shows that by running its applications on clustered servers on a
grid, BART eliminated unused computer resources, used existing resources
more efficiently, and reduced costs and power consumption.

VIRTUALIZATION
Virtualization is the process of presenting a set of computing resources
(such as computing power or data storage) so that they can all be accessed in
ways that are not restricted by physical configuration or geographic location.
Virtualization enables a single physical resource (such as a server or a storage
device) to appear to the user as multiple logical resources. For example, a
server or mainframe can be configured to run many instances of an operating
system so that it acts like many different machines. Virtualization also
enables multiple physical resources (such as storage devices or servers) to
appear as a single logical resource, as would be the case with storage area networks or grid computing. Virtualization makes it possible for a company to
handle its computer processing and storage using computing resources
housed in remote locations. VMware is the leading virtualization software
vendor for Windows and Linux servers. Microsoft offers its own Virtual Server
product and has built virtualization capabilities into the newest version of
Windows Server.

Business Benefits of Virtualization
By providing the ability to host multiple systems on a single physical machine,
virtualization helps organizations increase equipment utilization rates, conserving data center space and energy usage. Most servers run at just 15-20 percent
of capacity, and virtualization can boost server utilization rates to 70 percent or
higher. Higher utilization rates translate into fewer computers required to
process the same amount of work, as illustrated by BARTs experience with virtualization in the chapter-opening case.
In addition to reducing hardware and power expenditures, virtualization
allows businesses to run their legacy applications on older versions of an
operating system on the same server as newer applications. Virtualization also
facilitates centralization and consolidation of hardware administration. It is
now possible for companies and individuals to perform all of their computing
work using a virtualized IT infrastructure, as is the case with cloud computing.
We now turn to this topic.

Chapter 5 IT Infrastructure and Emerging Technologies

CLOUD COMPUTING
Earlier in this chapter, we introduced cloud computing, in which firms and
individuals obtain computer processing, storage, software, and other services as
a pool of virtualized resources over a network, primarily the Internet. These
resources are made available to users, based on their needs, irrespective of their
physical location or the location of the users themselves. The U.S. National
Institute of Standards and Technology (NIST) defines cloud computing as
having the following essential characteristics (Mell and Grance, 2009):
On-demand self-service: Individuals can obtain computing capabilities
such as server time or network storage on their own.
Ubiquitous network access: Individuals can use standard network and
Internet devices, including mobile platforms, to access cloud resources.
Location independent resource pooling: Computing resources are pooled
to serve multiple users, with different virtual resources dynamically assigned
according to user demand. The user generally does not know where the computing resources are located.
Rapid elasticity: Computing resources can be rapidly provisioned,
increased, or decreased to meet changing user demand.
Measured service: Charges for cloud resources are based on amount of
resources actually used.

Cloud computing consists of three different types of services:
Cloud infrastructure as a service: Customers use processing, storage,
networking, and other computing resources from cloud service providers to
run their information systems. For example, Amazon uses the spare capacity
of its IT infrastructure to provide a broadly based cloud environment selling
IT infrastructure services. These include its Simple Storage Service (S3) for
storing customers data and its Elastic Compute Cloud (EC2) service for
running their applications. Users pay only for the amount of computing and
storage capacity they actually use.
Cloud platform as a service: Customers use infrastructure and programming tools hosted by the service provider to develop their own applications.
For example, IBM offers a Smart Business Application Development &amp; Test
service for software development and testing on the IBM Cloud. Another
example is Salesforce.coms Force.com, described in the chapter-ending case
study, which allows developers to build applications that are hosted on its
servers as a service.
Cloud software as a service: Customers use software hosted by the vendor
on the vendors hardware and delivered over a network. Leading examples
are Google Apps, which provides common business applications online and
Salesforce.com, which also leases CRM and related software services over the
Internet. Both charge users an annual subscription fee, although Google
Apps also has a pared-down free version. Users access these applications
from a Web browser, and the data and software are maintained on the
providers remote servers.

A cloud can be private or public. A public cloud is maintained by an external service provider, such as Amazon Web Services, accessed through the
Internet, and available to the general public. A private cloud is a proprietary
network or a data center that ties together servers, storage, networks, data, and
applications as a set of virtualized services that are shared by users inside a
company. Like public clouds, private clouds are able to allocate storage,
computing power, or other resources seamlessly to provide computing
resources on an as-needed basis. Financial institutions and health care

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providers are likely to gravitate toward private clouds because these organizations handle so much sensitive financial and personal data. We discuss cloud
security issues in Chapter 8.
Since organizations using cloud computing generally do not own the infrastructure, they do not have to make large investments in their own hardware
and software. Instead, they purchase their computing services from remote
providers and pay only for the amount of computing power they actually use
(utility computing) or are billed on a monthly or annual subscription basis.
The term on-demand computing has also been used to describe such
services.
For example, Envoy Media Group, a direct-marketing firm that offers highlytargeted media campaigns across multiple channels, including TV, radio, and
Internet, hosts its entire Web presence on Azimuth Web Services. The pay as
you go pricing structure allows the company to quickly and painlessly add
servers where they are needed without large investments in hardware. Cloud
computing reduced costs about 20 percent because Envoy no longer had to
maintain its own hardware or IT personnel.
Cloud computing has some drawbacks. Unless users make provisions for
storing their data locally, the responsibility for data storage and control is in the
hands of the provider. Some companies worry about the security risks related to
entrusting their critical data and systems to an outside vendor that also works
with other companies. There are also questions of system reliability.
Companies expect their systems to be available 24/7 and do not want to suffer
any loss of business capability if their IT infrastructures malfunction. When
Amazons cloud went down in December 2009, subscribers on the U.S. east
coast were unable to use their systems for several hours. Another limitation of
cloud computing is the possibility of making users dependent on the cloud
computing provider.
There are some who believe that cloud computing represents a sea change in
the way computing will be performed by corporations as business computing
shifts out of private data centers into cloud services (Carr, 2008). This remains a
matter of debate. Cloud computing is more immediately appealing to small and
medium-sized businesses that lack resources to purchase and own their own
hardware and software. However, large corporations have huge investments in
complex proprietary systems supporting unique business processes, some of
which give them strategic advantages. For them, the most likely scenario is a
hybrid computing model where firms use their own infrastructure for their
most essential core activities and adopt public cloud computing for less-critical
systems or for additional processing capacity during peak business periods.
Cloud computing will gradually shift firms from having a fixed infrastructure
capacity toward a more flexible infrastructure, some of it owned by the firm,
and some of it rented from giant computer centers owned by computer hardware vendors.

GREEN COMPUTING
By curbing hardware proliferation and power consumption, virtualization
has become one of the principal technologies for promoting green
computing. Green computing or green IT, refers to practices and technologies for designing, manufacturing, using, and disposing of computers,
servers, and associated devices such as monitors, printers, storage devices,

Chapter 5 IT Infrastructure and Emerging Technologies

and networking and communications systems to minimize impact on the
environment.
Reducing computer power consumption has been a very high green
priority. As companies deploy hundreds or thousands of servers, many are
spending almost as much on electricity to power and cool their systems as
they did on purchasing the hardware. The U.S. Environmental Protection
Agency estimates that data centers will use more than 2 percent of all U.S.
electrical power by 2011. Information technology is believed to contribute
about 2 percent of the worlds greenhouse gases. Cutting power consumption
in data centers has become both a serious business and environmental
challenge. The Interactive Session on Organizations examines this problem.

AUTONOMIC COMPUTING
With large systems encompassing many thousands of networked devices,
computer systems have become so complex today that some experts believe
they may not be manageable in the future. One approach to dealing with this
problem is to employ autonomic computing. Autonomic computing is an
industry-wide effort to develop systems that can configure themselves,
optimize and tune themselves, heal themselves when broken, and protect
themselves from outside intruders and self-destruction.
You can glimpse a few of these capabilities in desktop systems. For instance,
virus and firewall protection software are able to detect viruses on PCs,
automatically defeat the viruses, and alert operators. These programs can be
updated automatically as the need arises by connecting to an online virus
protection service such as McAfee. IBM and other vendors are starting to build
autonomic features into products for large systems.

HIGH-PERFORMANCE AND POWER-SAVING
PROCESSORS
Another way to reduce power requirements and hardware sprawl is to use more
efficient and power-saving processors. Contemporary microprocessors now
feature multiple processor cores (which perform the reading and execution of
computer instructions) on a single chip. A multicore processor is an
integrated circuit to which two or more processor cores have been attached for
enhanced performance, reduced power consumption, and more efficient
simultaneous processing of multiple tasks. This technology enables two or
more processing engines with reduced power requirements and heat dissipation to perform tasks faster than a resource-hungry chip with a single processing core. Today youll find dual-core and quad-core processors in PCs and
servers with 8-, 10-, 12-, and 16-core processors.
Intel and other chip manufacturers have also developed microprocessors
that minimize power consumption. Low power consumption is essential for
prolonging battery life in smartphones, netbooks, and other mobile digital
devices. You will now find highly power-efficient microprocessors, such as
ARM, Apples A4 processor, and Intels Atom in netbooks, digital media
players, and smartphones. The A4 processor used in the latest version of
the iPhone and the iPad consumes approximately 500800 milliwatts of
power, about 1/50 to 1/30 the power consumption of a laptop dual-core
processor.

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I N T E R A C T I V E S E S S I O N : O R G A N I Z AT I O N S
IS GREEN COMPUTING GOOD FOR BUSINESS?
Computer rooms are becoming too hot to handle.
Data-hungry tasks such as video on demand, downloading music, exchanging photos, and maintaining
Web sites require more and more power-hungry
machines. Power and cooling costs for data centers
have skyrocketed by more than 800 percent since
1996, with U.S. enterprise data centers predicted to
spend twice as much on energy costs as on hardware
over the next five years.
The heat generated from rooms full of servers is
causing equipment to fail. Some organizations spend
more money to keep their data centers cool than
they spend to lease the property itself. Its a vicious
cycle, as companies must pay to power their servers,
and then pay again to keep them cool and operational. Cooling a server requires roughly the same
number of kilowatts of energy as running one. All
this additional power consumption has a negative
impact on the environment and as well as corporate
operating costs.
Some of the worlds most prominent firms are
tackling their power consumption issues with one
eye toward saving the environment and the other
toward saving dollars. Google and Microsoft are
building data centers that take advantage of
hydroelectric power. Hewlett-Packard is working on
a series of technologies to reduce the carbon
footprint of data centers by 75 percent and, with
new software and services, to measure energy use
and carbon emissions. It reduced its power costs by
20 to 25 percent through consolidation of servers
and data centers.
Microsofts San Antonio data center deploys
sensors that measure nearly all power consumption,
recycles water used in cooling, and uses internallydeveloped power management software. Microsoft is
also trying to encourage energy-saving software
practices by charging business units by the amount
of power they consume in the data enter rather than
the space they take up on the floor.
None of these companies claim that their efforts
will save the world, but they do demonstrate
recognition of a growing problem and the
commencement of the green computing era. And
since these companies technology and processes are
more efficient than most other companies, using
their online software services in place of in-house
software may also count as a green investment.

PCs typically stay on more than twice the amount
of time they are actually being used each day.
According to a report by the Alliance to Save Energy,
a company with 10,000 personal computer desktops
will spend more than $165,000 per year in electricity
bills if these machines are left on all night. The
group estimates that this practice is wasting around
$1.7 billion each year in the United States alone.
Although many companies establish default PC
power management settings, about 70 percent of
employees turn these settings off. PC power
management software from BigFix, 1E
NightWatchman, and Verdiem locks PC power
settings and automatically powers PCs up right
before employees arrive for work in the morning.
Miami-Dade County public schools cut the time
its PCs were on from 21 hours to 10.3 hours daily by
using BigFix to centrally control PC power settings.
City University of New York adopted Verdiems
Surveyor software to turn off its 20,000 PCs when
they are inactive at night. Surveyor has trimmed 10
percent from CUNYs power bills, creating an annual
savings of around $320,000.
Virtualization is a highly effective tool for
cost-effective green computing because it reduces
the number of servers and storage resources in the
firms IT infrastructure. Fulton County, Georgia,
which provides services for 988,000 citizens,
scrutinizes energy usage when purchasing new
information technology. It used VMWare virtualization software and a new Fujitsu blade server
platform to consolidate underutilized legacy servers
so that one machine performs the work that was
formerly performed by eight, saving $44,000 per
year in power costs. These efforts also created a
more up-to-date IT infrastructure.
Experts note that its important for companies to
measure their energy use and inventory and track
their information technology assets both before and
after they start their green initiatives. Commonly
used metrics used by Microsoft and other companies
include Power Usage Effectiveness, Data Center
Infrastructure Efficiency, and Average Data
Efficiency.
It isnt always necessary to purchase new
technologies to achieve green goals. Organizations
can achieve sizable efficiencies by better managing
the computing resources they already have.

Chapter 5 IT Infrastructure and Emerging Technologies

Health insurer Highmark initially wanted to
increase its CPU utilization by 10 percent while
reducing power use by 5 percent and eventually by
10 percent. When the company inventoried all of its
information technology assets, it found that its
information systems staff was hanging onto dead
servers that served no function but continued to
consume power. Unfortunately, many information
systems departments still arent deploying their
existing technology resources efficiently or using
green measurement tools.
Programs to educate employees in energy conservation may also be necessary. In addition to using

CASE STUDY QUESTIONS
1 . What business and social problems does data
center power consumption cause?
2. What solutions are available for these problems?
Which are environment-friendly?
3. What are the business benefits and costs of these
solutions?
4. Should all firms move toward green computing?
Why or why not?

MIS IN ACTION
Perform an Internet search on the phrase green
computing and then answer the following questions:
1. Who are some of the leaders of the green computing movement? Which corporations are leading
the way? Which environmental organizations are
playing an important role?
2. What are the latest trends in green computing?
What kind of impact are they having?
3. What can individuals do to contribute to the green
computing movement? Is the movement worthwhile?

CONTEMPORARY SOFTWARE PLATFORM TRENDS

There are four major themes in contemporary software platform evolution:

LINUX AND OPEN SOURCE SOFTWARE
Open source software is software produced by a community of several
hundred thousand programmers around the world. According to the leading
open source professional association, OpenSource.org, open source software is
free and can be modified by users. Works derived from the original code must
also be free, and the software can be redistributed by the user without
additional licensing. Open source software is by definition not restricted to any

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specific operating system or hardware technology, although most open source
software is currently based on a Linux or Unix operating system.
The open source movement has been evolving for more than 30 years and
has demonstrated that it can produce commercially acceptable, high-quality
software. Popular open source software tools include the Linux operating
system, the Apache HTTP Web server, the Mozilla Firefox Web browser, and
the Oracle Open Office desktop productivity suite. Open source tools are being
used on netbooks as inexpensive alternatives to Microsoft Office. Major hardware and software vendors, including IBM, HP, Dell, Oracle, and SAP, now
offer Linux-compatible versions of their products. You can find out more out
more about the Open Source Definition from the Open Source Initiative and
the history of open source software at the Learning Tracks for this chapter.

Linux
Perhaps the most well known open source software is Linux, an operating system
related to Unix. Linux was created by the Finnish programmer Linus Torvalds
and first posted on the Internet in August 1991. Linux applications are embedded
in cell phones, smartphones, netbooks, and consumer electronics. Linux is available in free versions downloadable from the Internet or in low-cost commercial
versions that include tools and support from vendors such as Red Hat.
Although Linux is not used in many desktop systems, it is a major force in
local area networks, Web servers, and high-performance computing work, with
over 20 percent of the server operating system market. IBM, HP, Intel, Dell, and
Oracle-Sun have made Linux a central part of their offerings to corporations.
The rise of open source software, particularly Linux and the applications it
supports, has profound implications for corporate software platforms: cost
reduction, reliability and resilience, and integration, because Linux works on
all the major hardware platforms from mainframes to servers to clients.

SOFTWARE FOR THE WEB: JAVA AND AJAX
Java is an operating system-independent, processor-independent, objectoriented programming language that has become the leading interactive
environment for the Web. Java was created by James Gosling and the Green
Team at Sun Microsystems in 1992. In November 13, 2006, Sun released much
of Java as open source software under the terms of the GNU General Public
License (GPL), completing the process on May 8, 2007.
The Java platform has migrated into cellular phones, smartphones, automobiles, music players, game machines, and finally, into set-top cable television
systems serving interactive content and pay-per-view services. Java software is
designed to run on any computer or computing device, regardless of the
specific microprocessor or operating system the device uses. For each of the
computing environments in which Java is used, Sun created a Java Virtual
Machine that interprets Java programming code for that machine. In this
manner, the code is written once and can be used on any machine for which
there exists a Java Virtual Machine.
Java developers can create small applet programs that can be embedded in
Web pages and downloaded to run on a Web browser. A Web browser is an
easy-to-use software tool with a graphical user interface for displaying Web
pages and for accessing the Web and other Internet resources. Microsofts
Internet Explorer, Mozilla Firefox, and Google Chrome browser are examples.
At the enterprise level, Java is being used for more complex e-commerce and

Ajax
Have you ever filled out a Web order form, made a mistake, and then had to
start all over gain after a long wait for a new order form page to appear on your
computer screen? Or visited a map site, clicked the North arrow once, and
waited some time for an entire new page to load? Ajax (Asynchronous
JavaScript and XML) is another Web development technique for creating interactive Web applications that prevents all of this inconvenience.
Ajax allows a client and server to exchange small pieces of data behind the
scene so that an entire Web page does not have to be reloaded each time the user
requests a change. So if you click North on a map site, such as Google Maps, the
server downloads just that part of the application that changes with no wait for an
entirely new map. You can also grab maps in map applications and move the map
in any direction without forcing a reload of the entire page. Ajax uses JavaScript
programs downloaded to your client to maintain a near-continuous conversation
with the server you are using, making the user experience more seamless.

WEB SERVICES AND SERVICE-ORIENTED
ARCHITECTURE
Web services refer to a set of loosely coupled software components that
exchange information with each other using universal Web communication standards and languages. They can exchange information between two different
systems regardless of the operating systems or programming languages on
which the systems are based. They can be used to build open standard
Web-based applications linking systems of two different organizations, and they
can also be used to create applications that link disparate systems within a single
company. Web services are not tied to any one operating system or programming language, and different applications can use them to communicate with
each other in a standard way without time-consuming custom coding.
The foundation technology for Web services is XML, which stands for
Extensible Markup Language. This language was developed in 1996 by the
World Wide Web Consortium (W3C, the international body that oversees the development of the Web) as a more powerful and flexible markup language than hypertext markup language (HTML) for Web pages. Hypertext Markup Language
(HTML) is a page description language for specifying how text, graphics, video,
and sound are placed on a Web page document. Whereas HTML is limited to
describing how data should be presented in the form of Web pages, XML can
perform presentation, communication, and storage of data. In XML, a number is
not simply a number; the XML tag specifies whether the number represents a
price, a date, or a ZIP code. Table 5-2 illustrates some sample XML statements.

TABLE 5-2 EXAMPLES OF XML
PLAIN ENGLISH

XML

Subcompact

&lt;AUTOMOBILETYPE=Subcompact&gt;

4 passenger

&lt;PASSENGERUNIT=PASS&gt;4&lt;/PASSENGER&gt;

$16,800

&lt;PRICE CURRENCY=USD&gt;$16,800&lt;/PRICE&gt;

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By tagging selected elements of the content of documents for their
meanings, XML makes it possible for computers to manipulate and interpret
their data automatically and perform operations on the data without human
intervention. Web browsers and computer programs, such as order processing or enterprise resource planning (ERP) software, can follow programmed
rules for applying and displaying the data. XML provides a standard format
for data exchange, enabling Web services to pass data from one process to
another.
Web services communicate through XML messages over standard Web
protocols. SOAP, which stands for Simple Object Access Protocol , is a set of
rules for structuring messages that enables applications to pass data and
instructions to one another . WSDL s tands for Web Services Description
Language; it is a common framework for describing the tasks performed by a
Web service and the commands and data it will accept so that it can be used
by other applications. U DDI , which stands for U niversal Description,
Discovery, and Integration, enables a Web service to be listed in a directory of
Web services so that it can be easily located. Companies discover and locate
Web services through this directory much as they would locate services in
the yellow pages of a telephone book. Using these protocols, a software application can connect freely to other applications without custom programming
for each different application with which it wants to communicate. Everyone
shares the same standards.
The collection of Web services that are used to build a firms software systems
constitutes what is known as a service-oriented architecture. A serviceoriented architecture (SOA) is set of self-contained services that
communicate with each other to create a working software application. Business
tasks are accomplished by executing a series of these services. Software developers reuse these services in other combinations to assemble other applications as
needed.
Virtually all major software vendors provide tools and entire platforms for
building and integrating software applications using Web services. IBM includes
Web service tools in its WebSphere e-business software platform, and Microsoft
has incorporated Web services tools in its Microsoft .NET platform.
Dollar Rent A Cars systems use Web services for its online booking system
with Southwest Airlines Web site. Although both companies systems are based
on different technology platforms, a person booking a flight on Southwest.com
can reserve a car from Dollar without leaving the airlines Web site. Instead of
struggling to get Dollars reservation system to share data with Southwests
information systems, Dollar used Microsoft .NET Web services technology as an
intermediary. Reservations from Southwest are translated into Web services
protocols, which are then translated into formats that can be understood by
Dollars computers.
Other car rental companies have linked their information systems to
airline companies Web sites before. But without Web services, these connections had to be built one at a time. Web services provide a standard way for
Dollars computers to talk to other companies information systems
without having to build special links to each one. Dollar is now expanding its
use of Web services to link directly to the systems of a small tour operator
and a large travel reservation system as well as a wireless Web site for cell
phones and smartphones. It does not have to write new software code for
each new partners information systems or each new wireless device (see
Figure 5-10).

Chapter 5 IT Infrastructure and Emerging Technologies
F IGURE 5-10

HOW DOLLAR RENT A CAR USES WEB SERVICES

Dollar Rent A Car uses Web services to provide a standard intermediate layer of software to talk to
other companies information systems. Dollar Rent A Car can use this set of Web services to link to
other companies information systems without having to build a separate link to each firms systems.

SOFTWARE OUTSOURCING AND CLOUD SERVICES
Today many business firms continue to operate legacy systems that continue to
meet a business need and that would be extremely costly to replace. But they
will purchase or rent most of their new software applications from external
sources. Figure 5-11 illustrates the rapid growth in external sources of software
for U.S. firms.
There are three external sources for software: software packages from a
commercial software vendor, outsourcing custom application development to
an external vendor, and cloud-based software services and tools.

S o f t w a r e Pa c k a g e s a n d E n t e r p r i s e S o f t w a r e
We have already described software packages for enterprise applications as
one of the major types of software components in contemporary IT infrastructures. A software package is a prewritten commercially available set of
software programs that eliminates the need for a firm to write its own
software programs for certain functions, such as payroll processing or order
handling.
Enterprise application software vendors such as SAP and Oracle-PeopleSoft
have developed powerful software packages that can support the primary
business processes of a firm worldwide from warehousing, customer relationship management, supply chain management, and finance to human
resources. These large-scale enterprise software systems provide a single,
integrated, worldwide software system for firms at a cost much less than they
would pay if they developed it themselves. Chapter 9 discusses enterprise
systems in detail.

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FIGURE 5-11

CHANGING SOURCES OF FIRM SOFTWARE

In 2010, U.S. firms will spend over $291 billion on software. About 40 percent of that ($116 billion) will
originate outside the firm, either from enterprise software vendors selling firmwide applications or individual application service providers leasing or selling software modules. Another 10 percent ($29 billion)
will be provided by SaaS vendors as an online cloud-based service.
Sources: BEA National Income and Product Accounts, 2010; Gartner Group, 2010; author estimates.

Software Outsourcing
Software outsourcing enables a firm to contract custom software development or maintenance of existing legacy programs to outside firms, which
often operate offshore in low-wage areas of the world. According to the industry analysts, 2010 offshore outsourcing revenues in the United States will be
approximately $50 billion, and domestic outsourcing revenues will be $106
billion (Lohr, 2009). The largest expenditure here is paid to domestic U.S.
firms providing middleware, integration services, and other software support
that are often required to operate larger enterprise systems.
For example, in March 2008, Royal Dutch Shell PLC, the worlds third largest
oil producer, signed a five-year, $4 billion outsourcing deal with T-Systems
International GmbH, AT&amp;T, and Electronic Data Systems (EDS). The agreement assigned AT&amp;T responsibility for networking and telecommunications,
T-Systems for hosting and storage, and EDS for end-user computing services
and for integration of the infrastructure services. Outsourcing this work has
helped Shell cut costs and focus on systems that improve its competitive position in the oil and gas market.
Offshore outsourcing firms have primarily provided lower-level maintenance, data entry, and call center operations. However, with the growing
sophistication and experience of offshore firms, particularly in India, more and
more new-program development is taking place offshore. Chapter 13 discusses
offshore software outsourcing in greater detail.

Chapter 5 IT Infrastructure and Emerging Technologies

C l o u d - B a s e d S o f t w a r e S e r v i c e s a n d To o l s
In the past, software such as Microsoft Word or Adobe Illustrator came in a box
and was designed to operate on a single machine. Today, youre more likely to
download the software from the vendors Web site, or to use the software as a
cloud service delivered over the Internet.
Cloud-based software and the data it uses are hosted on powerful servers in
massive data centers, and can be accessed with an Internet connection and
standard Web browser. In addition to free or low-cost tools for individuals and
small businesses provided by Google or Yahoo!, enterprise software and other
complex business functions are available as services from the major commercial
software vendors. Instead of buying and installing software programs, subscribing companies rent the same functions from these services, with users paying
either on a subscription or per-transaction basis. Services for delivering and
providing access to software remotely as a Web-based service are now referred to
as software as a service (SaaS). A leading example is Salesforce.com,
described in the chapter-ending case study, which provides on-demand software
services for customer relationship management.
In order to manage their relationship with an outsourcer or technology
service provider, firms need a contract that includes a service level agreement
(SLA). The SLA is a formal contract between customers and their service
providers that defines the specific responsibilities of the service provider and the
level of service expected by the customer. SLAs typically specify the nature and
level of services provided, criteria for performance measurement, support
options, provisions for security and disaster recovery, hardware and software
ownership and upgrades, customer support, billing, and conditions for terminating the agreement. We provide a Learning Track on this topic.

Mashups and Apps
The software you use for both personal and business tasks may consist of large
self-contained programs, or it may be composed of interchangeable components that integrate freely with other applications on the Internet. Individual
users and entire companies mix and match these software components to
create their own customized applications and to share information with others.
The resulting software applications are called mashups. The idea is to take different sources and produce a new work that is greater than the sum of its
parts. You have performed a mashup if youve ever personalized your Facebook
profile or your blog with a capability to display videos or slide shows.
Web mashups combine the capabilities of two or more online applications
to create a kind of hybrid that provides more customer value than the original
sources alone. For instance, EveryBlock Chicago combines Google Maps with
crime data for the city of Chicago. Users can search by location, police beat, or
type of crime, and the results are displayed as color-coded map points on a
Google Map. Amazon uses mashup technologies to aggregate product descriptions with partner sites and user profiles.
Apps are small pieces of software that run on the Internet, on your computer, or on your cell phone and are generally delivered over the Internet.
Google refers to its online services as apps, including the Google Apps suite of
desktop productivity tools. But when we talk about apps today, most of the
attention goes to the apps that have been developed for the mobile digital
platform. It is these apps that turn smartphones and other mobile handheld
devices into general-purpose computing tools.
Most of these apps are for the iPhone, Android, and BlackBerry operating
system platforms. Many are free or purchased for a small charge, much less

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than conventional software. There are already over 250,000 apps for the
Apple iPhone and iPad platform and over 80,000 that run on smartphones
using Googles Android operating system. The success of these mobile platforms depends in large part on the quantity and the quality of the apps they
provide. Apps tie the customer to a specific hardware platform: As the user
adds more and more apps to his or her mobile phone, the cost of switching to
a competing mobile platform rises.
At the moment, the most commonly downloaded apps are games (65%),
followed by news and weather (56%), maps/navigation (55%), social networking (54%), music (46%), and video/movies (25%). But there are also serious apps for business users that make it possible to create and edit documents, connect to corporate systems, schedule and participate in meetings,
track shipments, and dictate voice messages (see the Chapter 1 Interactive
Session on Management). There are also a huge number of e-commerce apps
for researching and buying goods and services online.

5.5

MANAGEMENT ISSUES

Creating and managing a coherent IT infrastructure raises multiple challenges:
dealing with platform and technology change (including cloud and mobile
computing), management and governance, and making wise infrastructure
investments.

DEALING WITH PLATFORM AND INFRASTRUCTURE
CHANGE
As firms grow, they often quickly outgrow their infrastructure. As firms shrink,
they can get stuck with excessive infrastructure purchased in better times. How
can a firm remain flexible when most of the investments in IT infrastructure
are fixed-cost purchases and licenses? How well does the infrastructure scale?
Scalability refers to the ability of a computer, product, or system to expand to
serve a large number of users without breaking down. New applications, mergers and acquisitions, and changes in business volume all impact computer
workload and must be considered when planning hardware capacity.
Firms using mobile computing and cloud computing platforms will require
new policies and procedures for managing these platforms. They will need to
inventory all of their mobile devices in business use and develop policies and
tools for tracking, updating, and securing them and for controlling the data and
applications that run on them. Firms using cloud computing and SaaS will
need to fashion new contractual arrangements with remote vendors to make
sure that the hardware and software for critical applications are always available when needed and that they meet corporate standards for information
security. It is up to business management to determine acceptable levels of
computer response time and availability for the firms mission-critical systems
to maintain the level of business performance they expect.

MANAGEMENT AND GOVERNANCE
A long-standing issue among information system managers and CEOs has been
the question of who will control and manage the firms IT infrastructure.
Chapter 2 introduced the concept of IT governance and described some issues

Chapter 5 IT Infrastructure and Emerging Technologies

it addresses. Other important questions about IT governance are: Should
departments and divisions have the responsibility of making their own information technology decisions or should IT infrastructure be centrally controlled
and managed? What is the relationship between central information systems
management and business unit information systems management? How will
infrastructure costs be allocated among business units? Each organization will
need to arrive at answers based on its own needs.

MAKING WISE INFRASTRUCTURE INVESTMENTS
IT infrastructure is a major investment for the firm. If too much is spent on
infrastructure, it lies idle and constitutes a drag on firm financial performance.
If too little is spent, important business services cannot be delivered and the
firms competitors (who spent just the right amount) will outperform the underinvesting firm. How much should the firm spend on infrastructure? This
question is not easy to answer.
A related question is whether a firm should purchase and maintain its own
IT infrastructure components or rent them from external suppliers, including
those offering cloud services. The decision either to purchase your own IT
assets or rent them from external providers is typically called the rent-versusbuy decision.
Cloud computing may be a low-cost way to increase scalability and flexibility, but firms should evaluate this option carefully in light of security requirements and impact on business processes and work flows. In some instances,
the cost of renting software adds up to more than purchasing and maintaining
an application in-house. Yet there may be benefits to using SaaS if it allows the
company to focus on core business issues instead of technology challenges.

To t a l C o s t o f O w n e r s h i p o f Te c h n o l o g y A s s e t s
The actual cost of owning technology resources includes the original cost of
acquiring and installing hardware and software, as well as ongoing administration costs for hardware and software upgrades, maintenance, technical support,
training, and even utility and real estate costs for running and housing the
technology. The total cost of ownership (TCO) model can be used to analyze
these direct and indirect costs to help firms determine the actual cost of specific
technology implementations. Table 5-3 describes the most important TCO
components to consider in a TCO analysis.
When all these cost components are considered, the TCO for a PC might run
up to three times the original purchase price of the equipment. Although the
purchase price of a wireless handheld for a corporate employee may run
several hundred dollars, the TCO for each device is much higher, ranging from
$1,000 to $3,000, according to various consultant estimates. Gains in
productivity and efficiency from equipping employees with mobile computing
devices must be balanced against increased costs from integrating these devices
into the firms IT infrastructure and from providing technical support. Other
cost components include fees for wireless airtime, end-user training, help desk
support, and software for special applications. Costs are higher if the mobile
devices run many different applications or need to be integrated into back-end
systems such as enterprise applications.
Hardware and software acquisition costs account for only about 20 percent of
TCO, so managers must pay close attention to administration costs to understand
the full cost of the firms hardware and software. It is possible to reduce some of
these administration costs through better management. Many large firms are

Cost to provide training for information systems specialists and end users

Support

Cost to provide ongoing technical support, help desks, and so forth

Maintenance

Cost to upgrade the hardware and software

Infrastructure

Cost to acquire, maintain, and support related infrastructure, such as networks and specialized
equipment (including storage backup units)

Downtime

Cost of lost productivity if hardware or software failures cause the system to be unavailable
for processing and user tasks

Space and energy

Real estate and utility costs for housing and providing power for the technology

saddled with redundant, incompatible hardware and software because their
departments and divisions have been allowed to make their own technology
purchases.
In addition to switching to cloud services, these firms could reduce their
TCO through greater centralization and standardization of their hardware and
software resources. Companies could reduce the size of the information
systems staff required to support their infrastructure if the firm minimizes the
number of different computer models and pieces of software that employees
are allowed to use. In a centralized infrastructure, systems can be administered from a central location and troubleshooting can be performed from that
location.

C o m p e t i t i v e Fo r c e s M o d e l f o r I T I n f r a s t r u c t u r e
Investment
Figure 5-12 illustrates a competitive forces model you can use to address the
question of how much your firm should spend on IT infrastructure.
Market demand for your firms services. Make an inventory of the services
you currently provide to customers, suppliers, and employees. Survey each
group, or hold focus groups to find out if the services you currently offer are
meeting the needs of each group. For example, are customers complaining of
slow responses to their queries about price and availability? Are employees
complaining about the difficulty of finding the right information for their jobs?
Are suppliers complaining about the difficulties of discovering your production
requirements?
Your firms business strategy. Analyze your firms five-year business strategy
and try to assess what new services and capabilities will be required to achieve
strategic goals.
Your firms IT strategy, infrastructure, and cost. Examine your firms information technology plans for the next five years and assess its alignment with
the firms business plans. Determine the total IT infrastructure costs. You will
want to perform a TCO analysis. If your firm has no IT strategy, you will need
to devise one that takes into account the firms five-year strategic plan.
Information technology assessment. Is your firm behind the technology
curve or at the bleeding edge of information technology? Both situations are to
be avoided. It is usually not desirable to spend resources on advanced technolo-

Chapter 5 IT Infrastructure and Emerging Technologies
FIGURE 5-12

COMPETITIVE FORCES MODEL FOR IT INFRASTRUCTURE

There are six factors you can use to answer the question, How much should our firm spend on IT infrastructure?

gies that are still experimental, often expensive, and sometimes unreliable. You
want to spend on technologies for which standards have been established and
IT vendors are competing on cost, not design, and where there are multiple
suppliers. However, you do not want to put off investment in new technologies
or allow competitors to develop new business models and capabilities based on
the new technologies.
Competitor firm services. Try to assess what technology services competitors
offer to customers, suppliers, and employees. Establish quantitative and qualitative measures to compare them to those of your firm. If your firms service levels fall short, your company is at a competitive disadvantage. Look for ways
your firm can excel at service levels.
Competitor firm IT infrastructure investments. Benchmark your expenditures for IT infrastructure against your competitors. Many companies are quite
public about their innovative expenditures on IT. If competing firms try to keep
IT expenditures secret, you may be able to find IT investment information in
public companies SEC Form 10-K annual reports to the federal government
when those expenditures impact a firms financial results.

Your firm does not necessarily need to spend as much as, or more than, your
competitors. Perhaps it has discovered much less-expensive ways of providing
services, and this can lead to a cost advantage. Alternatively, your firm may be
spending far less than competitors and experiencing commensurate poor performance and losing market share.

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5.6

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience in developing
solutions for managing IT infrastructures and IT outsourcing, using spreadsheet software to evaluate alternative desktop systems, and using Web research
to budget for a sales conference.

Management Decision Problems
1. The University of Pittsburgh Medical Center (UPMC) relies on information
systems to operate 19 hospitals, a network of other care sites, and international
and commercial ventures. Demand for additional servers and storage technology
was growing by 20 percent each year. UPMC was setting up a separate server for
every application, and its servers and other computers were running a number
of different operating systems, including several versions of Unix and Windows.
UPMC had to manage technologies from many different vendors, including HP,
Sun Microsystems, Microsoft, and IBM. Assess the impact of this situation on
business performance. What factors and management decisions must be considered when developing a solution to this problem?
2. Qantas Airways, Australias leading airline, faces cost pressures from high fuel
prices and lower levels of global airline traffic. To remain competitive, the
airline must find ways to keep costs low while providing a high level of
customer service. Qantas had a 30-year-old data center. Management had to
decide whether to replace its IT infrastructure with newer technology or
outsource it. Should Qantas outsource to a cloud computing vendor? What
factors should be considered by Qantas management when deciding whether to
outsource? If Qantas decides to outsource, list and describe points that should
be addressed in a service level agreement.

Improving Decision Making: Using a Spreadsheet to
Evaluate Hardware and Software Options
Software skills: Spreadsheet formulas
Business skills: Technology pricing
In this exercise, you will use spreadsheet software to calculate the cost of desktop systems, printers, and software.
You have been asked to obtain pricing information on hardware and software
for an office of 30 people. Using the Internet, get pricing for 30 PC desktop
systems (monitors, computers, and keyboards) manufactured by Lenovo, Dell,
and HP/Compaq as listed at their respective corporate Web sites. (For the
purposes of this exercise, ignore the fact that desktop systems usually come
with preloaded software packages.) Also obtain pricing on 15 desktop printers
manufactured by HP, Canon, and Dell. Each desktop system must satisfy the
minimum specifications shown in the following table:
MINIMUM DESKTOP SPECIFICATIONS
Processor speed
Hard drive
RAM
DVD-ROM drive
Monitor (diagonal measurement)

3 GHz
350 GB
3 GB
16 x
18 inches

Each desktop printer must satisfy the minimum specifications shown in the
following table:

After pricing the desktop systems and printers, obtain pricing on 30 copies of
the most recent versions of Microsoft Office, Lotus SmartSuite, and Oracle
Open Office desktop productivity packages, and on 30 copies of Microsoft
Windows 7 Professional. The application software suite packages come in
various versions, so be sure that each package contains programs for word
processing, spreadsheets, database, and presentations.
Prepare a spreadsheet showing your research results for the desktop
systems, for the printers, and for the software. Use your spreadsheet software to
determine the desktop system, printer, and software combination that will offer
both the best performance and pricing per worker. Because every two workers
will share one printer (15 printers/30 systems), assume only half a printer cost
per worker in the spreadsheet. Assume that your company will take the
standard warranty and service contract offered by each products manufacturer.

I m p r o v i n g D e c i s i o n M a k i n g : U s i n g We b R e s e a r c h t o
Budget for a Sales Conference
Software skills: Internet-based software
Business skills: Researching transportation and lodging costs
The Foremost Composite Materials Company is planning a two-day sales
conference for October 1516, starting with a reception on the evening of
October 14. The conference consists of all-day meetings that the entire sales
force, numbering 125 sales representatives and their 16 managers, must attend.
Each sales representative requires his or her own room, and the company
needs two common meeting rooms, one large enough to hold the entire sales
force plus visitors (200 total) and the other able to hold half the force.
Management has set a budget of $120,000 for the representatives room rentals.
The hotel must also have such services as overhead and computer projectors as
well as business center and banquet facilities. It also should have facilities for
the company reps to be able to work in their rooms and to enjoy themselves in
a swimming pool or gym facility. The company would like to hold the conference in either Miami or Marco Island, Florida.
Foremost usually likes to hold such meetings in Hilton- or Marriott-owned
hotels. Use the Hilton and Marriott Web sites to select a hotel in whichever of
these cities that would enable the company to hold its sales conference within
its budget.
Visit the two sites homepages, and search them to find a hotel that meets
Foremosts sales conference requirements. Once you have selected the hotel,
locate flights arriving the afternoon prior to the conference because the
attendees will need to check in the day before and attend your reception the
evening prior to the conference. Your attendees will be coming from Los
Angeles (54), San Francisco (32), Seattle (22), Chicago (19), and Pittsburgh (14).
Determine costs of each airline ticket from these cities. When you are finished,
create a budget for the conference. The budget will include the cost of each
airline ticket, the room cost, and $60 per attendee per day for food.
What was your final budget?
Which did you select as the best hotel for the sales conference and why?

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LEARNING TRACK MODULES
The following Learning Tracks provide content relevant to topics covered in
this chapter:
1. How Computer Hardware and Software Work
2. Service Level Agreements
3. The Open Source Software Initiative
4. Comparing Stages in IT Infrastructure Evolution
5. Cloud Computing

Review Summary
1. What is IT infrastructure and what are its components?
IT infrastructure is the shared technology resources that provide the platform for the firms
specific information system applications. IT infrastructure includes hardware, software, and services
that are shared across the entire firm. Major IT infrastructure components include computer
hardware platforms, operating system platforms, enterprise software platforms, networking and
telecommunications platforms, database management software, Internet platforms, and consulting
services and systems integrators.
2. What are the stages and technology drivers of IT infrastructure evolution?
The five stages of IT infrastructure evolution are: the mainframe era, the personal computer era,
the client/server era, the enterprise computing era, and the cloud and mobile computing era.
Moores Law deals with the exponential increase in processing power and decline in the cost of computer technology, stating that every 18 months the power of microprocessors doubles and the price
of computing falls in half. The Law of Mass Digital Storage deals with the exponential decrease in the
cost of storing data, stating that the number of kilobytes of data that can be stored on magnetic media
for $1 roughly doubles every 15 months. Metcalfes Law helps shows that a networks value to participants grows exponentially as the network takes on more members. Also driving exploding computer
use is the rapid decline in costs of communication and growing agreement in the technology industry to use computing and communications standards.
3. What are the current trends in computer hardware platforms?
Increasingly, computing is taking place on a mobile digital platform. Grid computing involves
connecting geographically remote computers into a single network to create a computational grid
that combines the computing power of all the computers on the network. Virtualization organizes
computing resources so that their use is not restricted by physical configuration or geographic location. In cloud computing, firms and individuals obtain computing power and software as services
over a network, including the Internet, rather than purchasing and installing the hardware and
software on their own computers. A multicore processor is a microprocessor to which two or more
processing cores have been attached for enhanced performance. Green computing includes practices
and technologies for producing, using, and disposing of information technology hardware to
minimize negative impact on the environment. In autonomic computing, computer systems have
capabilities for automatically configuring and repairing themselves. Power-saving processors dramatically reduce power consumption in mobile digital devices.
4. What are the current trends in software platforms?
Open source software is produced and maintained by a global community of programmers and is
often downloadable for free. Linux is a powerful, resilient open source operating system that can run
on multiple hardware platforms and is used widely to run Web servers. Java is an operating-system
and hardware-independent programming language that is the leading interactive programming
environment for the Web. Web services are loosely coupled software components based on open Web

Chapter 5 IT Infrastructure and Emerging Technologies

standards that work with any application software and operating system. They
can be used as components of Web-based applications linking the systems of
two different organizations or to link disparate systems of a single company.
Companies are purchasing their new software applications from outside
sources, including software packages, by outsourcing custom application development to an external vendor (that may be offshore), or by renting online
software services (SaaS). Mashups combine two different software services to
create new software applications and services. Apps are small pieces of
software that run on the Internet, on a computer, or on a mobile phone and are
generally delivered over the Internet.
5. What are the challenges of managing IT infrastructure and management
solutions?
Major challenges include dealing with platform and infrastructure change,
infrastructure management and governance, and making wise infrastructure
investments. Solution guidelines include using a competitive forces model to
determine how much to spend on IT infrastructure and where to make strategic infrastructure investments, and establishing the total cost of ownership
(TCO) of information technology assets. The total cost of owning technology
resources includes not only the original cost of computer hardware and
software but also costs for hardware and software upgrades, maintenance,
technical support, and training.

Review Questions
1. What is IT infrastructure and what are its components?
Define IT infrastructure from both a
technology and a services perspective.
List and describe the components of
IT infrastructure that firms need to manage.
2. What are the stages and technology drivers of
IT infrastructure evolution?
List each of the eras in IT infrastructure
evolution and describe its distinguishing
characteristics.
Define and describe the following: Web
server, application server, multitiered
client/server architecture.
Describe Moores Law and the Law of
Mass Digital Storage.
Describe how network economics,
declining communications costs, and
technology standards affect IT infrastructure.
3. What are the current trends in computer
hardware platforms?
Describe the evolving mobile platform,
grid computing, and cloud computing.

Explain how businesses can benefit from
autonomic computing, virtualization,
green computing, and multicore processors.
4. What are the current trends in software
platforms?
Define and describe open source software
and Linux and explain their business
benefits.
Define Java and Ajax and explain why
they are important.
Define and describe Web services and the
role played by XML.
Name and describe the three external
sources for software.
Define and describe software mashups
and apps.
5. What are the challenges of managing IT
infrastructure and management solutions?
Name and describe the management
challenges posed by IT infrastructure.
Explain how using a competitive forces
model and calculating the TCO of technology assets help firms make good
infrastructure investments.

Discussion Questions
1. Why is selecting computer hardware and software
for the organization an important management
decision? What management, organization, and
technology issues should be considered when
selecting computer hardware and software?
2. Should organizations use software service
providers for all their software needs? Why or
why not? What management, organization, and
technology factors should be considered when
making this decision?

3.What are the advantages and disadvantages of
cloud computing?

Video Cases
Video Cases and Instructional Videos illustrating
some of the concepts in this chapter are available.
Contact your instructor to access these videos.

Collaboration and Teamwork: Evaluating Server and Mobile Operating
Systems
Form a group with three or four of your classmates.
Choose server or mobile operating systems to evaluate. You might research and compare the capabilities
and costs of Linux versus the most recent version of
the Windows operating system or Unix. Alternatively,
you could compare the capabilities of the Android
mobile operating system with the most recent version

of the iPhone operating system (iOS). If possible, use
Google Sites to post links to Web pages, team communication announcements, and work assignments; to
brainstorm; and to work collaboratively on project
documents. Try to use Google Docs to develop a presentation of your findings for the class.

Chapter
Chapter 5 IT Infrastructure and Emerging Technologies

203

Salesforce.Com: Cloud Ser vices Go Mainstream
CASE STUDY

S

alesforce.com, one of the most disruptive
technology companies of the past few years,
has single-handedly shaken up the software
industry with its innovative business model
and resounding success. Salesforce provides
customer relationship management (CRM) and other
application software solutions in the form of
software as a service leased over the Internet, as
opposed to software bought and installed on
machines locally.
The company was founded in 1999 by former
Oracle executive Marc Benioff, and has since grown
to over 3,900 employees, 82,400 corporate customers,
and 2.1 million subscribers. It earned $1.3 billion in
revenue in 2009, making it one of the top 50 software
companies in the world. Salesforce attributes its success to the many benefits of its on-demand model of
software distribution.
The on-demand model eliminates the need for
large up-front hardware and software investments in
systems and lengthy implementations on corporate
computers. Subscriptions start as low as $9 per user
per month for the pared-down Group version for
small sales and marketing teams, with monthly
subscriptions for more advanced versions for large
enterprises starting around $65 per user.
For example, the Minneapolis-based Haagen-Dazs
Shoppe owned by Nestle USA calculated it would
have had to spend $65,000 for a custom-designed
database to help management stay in contact with
the companys retail franchises. The company only
had to pay $20,000 to establish service with
Salesforce, plus a monthly charge of $125 per month
for 20 users to use wireless handhelds or the Web to
remotely monitor all the Haagen-Dazs franchises
across the United States.
Salesforce.com implementations take three
months at the longest, and usually less than a
month. There is no hardware for subscribers to
purchase, scale, and maintain. There are no operating systems, database servers, or application servers
to install, no consultants and staff, and no expensive
licensing and maintenance fees. The system is accessible via a standard Web browser, with some functions accessible by mobile handheld devices.
Salesforce.com continually updates its software
behind the scenes. There are tools for customizing
some features of the software to support a companys

unique business processes. Subscribers can leave if
business turns sour or a better system comes along.
If they lay people off, they can cut down on the
number of Salesforce subscriptions they buy.
Salesforce faces significant challenges as it
continues to grow and refine its business. The first
challenge comes from increased competition, both
from traditional industry leaders and new challengers hoping to replicate Salesforces success.
Microsoft, SAP, and Oracle have rolled out
subscription-based versions of their CRM products in
response to Salesforce. Smaller competitors like
NetSuite, Salesboom.com, and RightNow also have
made some inroads against Salesforces market share.
Salesforce still has plenty of catching up to do to
reach the size and market share of its larger
competitors. As recently as 2007, SAPs market share
was nearly four times as large as Salesforces, and
IBMs customer base includes 9,000 software companies that run their applications on their software and
that are likelier to choose a solution offered by IBM
over Salesforce.
Salesforce needs to continually prove to customers
that it is reliable and secure enough to remotely
handle their corporate data and applications. The
company has experienced a number of service
outages. For example, on January 6, 2009, a core network device failed and prevented data in Europe,
Japan, and North America from being processed for
38 minutes. Over 177 million transactions were
affected. While most of Salesforces customers accept
that IT services provided through the cloud are going
to be available slightly less than full time, some customers and critics used the outage as an opportunity
to question the soundness of the entire concept of
cloud computing. In February 2009, a similar outage
occurred, affecting Europe and as well as North
America a few hours later.
Thus far, Salesforce has experienced only one
security breach. In November 2007, a Salesforce
employee was tricked into divulging his corporate
password to scammers, exposing Salesforces
customer list. Salesforce clients were subjected to a
barrage of highly targeted scams and hacking
attempts that appeared authentic. Although this
incident raised a red flag, many customers reported
that Salesforces handling of the situation was
satisfactory. All of Salesforces major customers

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regularly send auditors to Salesforce to check
security.
Another challenge for Salesforce is to expand its
business model into other areas. Salesforce is
currently used mostly by sales staff needing to keep
track of leads and customer lists. One way the
company is trying to provide additional functionality
is through a partnership with Google and more
specifically Google Apps. Salesforce is combining its
services with Gmail, Google Docs, Google Talk, and
Google Calendar to allow its customers to accomplish
more tasks via the Web. Salesforce and Google both
hope that their Salesforce.com for Google Apps initiative will galvanize further growth in on-demand software.
Salesforce has also partnered with Apple to
distribute its applications for use on the iPhone.
The company hopes that it can tap into the large
market of iPhone users, pitching the ability to use
Salesforce applications any time, anywhere. And
Salesforce introduced a development tool for
integrating with Facebooks social network to enable
customers to build applications that call functions at
the Facebook site. (In early 2010, Salesforce introduced its own social networking application called
Chatter, which enables employees to create profiles
and make status updates that appear in colleagues
news feeds, similar to Facebook and Twitter.)
In order to grow its revenues to the levels that
industry observers and Wall Street eventually expects
Salesforce is changing its focus from selling a suite of
software applications to providing a broader cloud
computing platform on which many software companies deliver applications. As CEO Marc Benioff put
it, over the past decade, we focused on software as a
serviceIn the next decade, Salesforce.com will
really be focused on the platform as a service.
The company has intensified its efforts to provide
cloud computing offerings to its customers. The new
Salesforce.com Web site places much more emphasis
on cloud computing, grouping products into three
types of clouds: the Sales Cloud, the Service Cloud,
and the Custom Cloud. The Sales and Service clouds
consist of applications meant to improve sales and
customer service, respectively, but the Custom Cloud
is another name for the Force.com application
development platform, where customers can develop
their own applications for use within the broader
Salesforce network.
Force.com provides a set of development tools and
IT services that enable users to customize their
Salesforce customer relationship management applications or to build entirely new applications and run

them in the cloud on Salesforces data center infrastructure. Salesforce opened up Force.com to other
independent software developers and listed their
programs on its AppExchange.
Using AppExchange, small businesses can go
online and easily download over 950 software
applications, some add-ons to Salesforce.com and
others that are unrelated, even in non-customerfacing functions such as human resources. Force.com
Sites, based on the Force.com development environment, enables users to develop Web pages and register domain names. Pricing is based on site traffic.
Salesforces cloud infrastructure includes two data
centers in the United States and a third in Singapore,
with others in Europe and Japan planned for the
future. Salesforce has additionally partnered with
Amazon to enable Force.com customers to tap into
Amazons cloud computing services (Elastic
Compute Cloud and Simple Storage Service.)
Amazons services would handle the cloudburst
computing tasks of Force.com applications that
require extra processing power or storage capacity.
An International Data Center (IDC) report estimated that the Force.com platform enables users to
build and run business applications and Web sites
five times faster and at half the cost of non-cloud
alternatives. For instance, RehabCare, a national
provider of medical rehabilitation services, used
Force.com to build a mobile iPhone patient
admission application for clinicians. RehabCares
information systems team built a prototype application within four days that runs on the Force.com
platform. It would have taken six months to build a
similar mobile application using Microsoft development tools. About 400 clinicians now use the app.
Author Solutions, a self-publishing company based
in Bloomington, Minnesota, uses the Force.com
platform to host the applications driving its
operations. It reports saving up to 75 percent from
not having to maintain and manage its own data
center, e-commerce, and workflow applications, and
the ability to scale as it business mushroomed.
Workflow modifications that once took 30 to 120
hours are accomplished in one-fourth the time. The
time and cost for adding a new product, which used
to take 120 to 240 hours (and cost $6,000 to $12,000)
has been reduced by 75 percent. The new platform is
able to handle 30 percent more work volume than
the old systems with the same number of employees.
The question is whether the audience for
Salesforces AppExchange and Force.com platforms
will prove large enough to deliver the level of growth
Salesforce wants. It still isnt clear whether the

Chapter 5 IT Infrastructure and Emerging Technologies

company will generate the revenue it needs to
provide cloud computing services on the same scale
as Google or Amazon and also make its cloud computing investments pay off.
Some analysts believe the platform may not be
attractive to larger companies for their application
needs. Yet another challenge is providing constant
availability. Salesforce.com subscribers depend on the
service being available 24/7. But thanks to the
previously described outages, many companies have
rethought their dependency on software as a service.
Salesforce.com provides tools to assure customers
about its system reliability and also offers PC
applications that tie into their services so users can
work offline.
Still, a number of companies are reluctant to jump
on the SaaS and cloud computing bandwagon.
Moreover, it is still not clear whether software
delivered over the Web will cost less in the long run.
According to Gartner consultants analyst Rob DiSisto,
it may be cheaper to subscribe to Salesforce.coms
software services for the first few years, but what
happens after that? Will the expense of upgrading
and managing on-demand software become higher
than the fees companies are paying to own and host
their own software?

CASE STUDY QUESTIONS
1. How does Salesforce.com use cloud computing?
2. What are some of the challenges facing Salesforce
as it continues its growth? How well will it be able
to meet those challenges?
3. What kinds of businesses could benefit from
switching to Salesforce and why?
4. What factors would you take into account in deciding whether to use Saleforce.com for your business?
5. Could a company run its entire business using
Salesforce.com, Force.com, and App Exchange?
Explain your answer.

1. What are the problems of managing
data resources in a traditional file
environment and how are they
solved by a database management
system?
2. What are the major capabilities of
database management systems
(DBMS) and why is a relational
DBMS so powerful?
3. What are some important principles
of database design?
4. What are the principal tools and
technologies for accessing information from databases to improve
business performance and decision
making?
5. Why are information policy, data
administration, and data quality
assurance essential for managing
the firms data resources?

ight now you are most likely using an RR Donnelley product. Chicago-based RR
Donnelley is a giant commercial printing and service company providing printing
services, forms and labels, direct mail, and other services. This textbook probably
came off its presses. The companys recent expansion has been fueled by a series of acquisitions, including commercial printer Moore Wallace in 2005 and printing and supply chain
management company Banta in January 2007. RR Donnelleys revenue has jumped from $2.4
billion in 2003 to over $9.8 billion today.
However, all that growth created information management challenges. Each acquired
company had its own systems and its own set of customer, vendor, and product data. Coming
from so many different sources, the data were often inconsistent, duplicated, or incomplete.
For example, different units of the business might each have a different meaning for the entity
customer. One might define customer as a specific billing location, while another might
define customer as the legal parent entity of a company. Donnelley had to use timeconsuming manual processes to reconcile the data stored in multiple systems in order to get a
clear enterprise-wide picture of each of its customers, since they might be doing business with
several different units of the company. These conditions heightened inefficiencies and costs.
RR Donnelley had become so big that it was impractical to store the information from all of
its units in a single system. But Donnelley still needed a clear single set of data that was accurate and consistent for the entire enterprise. To solve this problem, RR Donnelley turned to
master data management (MDM). MDM seeks to ensure that an organization does not use
multiple versions of the same piece of data in different parts of its operations by merging
disparate records into a single authenticated master file. Once the master file is in place,
employees and applications access a single consolidated view of the companys data. It is
especially useful for companies such as Donnelley that have data integration problems as a
result of mergers and acquisitions.
Implementing MDM is a multi-step process that includes business process analysis, data
cleansing, data consolidation and reconciliation, and data migration into a master file of all the
companys data. Companies must identify what group in the company owns each piece of
data and is responsible for
resolving inconsistent definitions of data and other discrepancies. Donnelley launched its
MDM program in late 2005 and
began creating a single set of
identifiers for its customer and
vendor data. The company
opted for a registry model using
Purismas Data Hub in which
customer data continue to
reside in the system where they
originate but are registered in a
master hub and cross-referenced so applications can find
the data. The data in their
source system are not touched.
Nearly
a
year
later,
Donnelley brought up its
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Customer Master Data Store, which integrates the data from numerous systems
from Donnelley acquisitions. Data that are outdated, incomplete, or incorrectly
formatted are corrected or eliminated. A registry points to where the source
data are stored. By having a single consistent enterprise-wide set of data with
common definitions and standards, management is able to easily find out what
kind of business and how much business it has with a particular customer to
identify top customers and sales opportunities. And when Donelley acquires a
company, it can quickly see a list of overlapping customers.
Sources: John McCormick, Mastering Data at R.R. Donnelley, Information Management
Magazine, March 2009; www.rrdonnelley.com, accessed June 10, 2010; and
www.purisma.com, accessed June 10, 2010.

R

R Donnelleys experience illustrates the importance of data management
for businesses. Donnelley has experienced phenomenal growth, primarily through acquisitions. But its business performance depends on what it can
or cannot do with its data. How businesses store, organize, and manage their
data has a tremendous impact on organizational effectiveness.
The chapter-opening diagram calls attention to important points raised by
this case and this chapter. Management decided that the company needed to
centralize the management of the companys data. Data about customers,
vendors, products, and other important entities had been stored in a number of
different systems and files where they could not be easily retrieved and
analyzed. They were often redundant and inconsistent, limiting their usefulness. Management was unable to obtain an enterprise-wide view of all of its
customers at all of its acquisitions to market its products and services and
provide better service and support.
In the past, RR Donnelley had used heavily manual paper processes to
reconcile its inconsistent and redundant data and manage its information from
an enterprise-wide perspective. This solution was no longer viable as the
organization grew larger. A more appropriate solution was to identify, consolidate, cleanse, and standardize customer and other data in a single master data
management registry. In addition to using appropriate technology, Donnelley
had to correct and reorganize the data into a standard format and establish
rules, responsibilities, and procedures for updating and using the data.
A master data management system helps RR Donnelley boost profitability by
making it easier to identify customers and sales opportunities. It also improves
operational efficiency and decision making by having more accurate and complete customer data available and reducing the time required to reconcile
redundant and inconsistent data.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

6.1

ORGANIZING DATA IN A TRADITIONAL FILE
ENVIRONMENT

A

n effective information system provides users with accurate, timely,
and relevant information. Accurate information is free of errors.
Information is timely when it is available to decision makers when it
is needed. Information is relevant when it is useful and appropriate
for the types of work and decisions that require it.
You might be surprised to learn that many businesses dont have timely,
accurate, or relevant information because the data in their information systems
have been poorly organized and maintained. Thats why data management is so
essential. To understand the problem, lets look at how information systems
arrange data in computer files and traditional methods of file management.

FILE ORGANIZATION TERMS AND CONCEPTS
A computer system organizes data in a hierarchy that starts with bits and
bytes and progresses to fields, records, files, and databases (see Figure 6-1).
A bit represents the smallest unit of data a computer can handle. A group of
bits, called a byte, represents a single character, which can be a letter, a

FIGURE 6-1

THE DATA HIERARCHY

A computer system organizes data in a hierarchy that starts with the bit, which represents either a 0
or a 1. Bits can be grouped to form a byte to represent one character, number, or symbol. Bytes can be
grouped to form a field, and related fields can be grouped to form a record. Related records can be
collected to form a file, and related files can be organized into a database.

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number, or another symbol. A grouping of characters into a word, a group of
words, or a complete number (such as a persons name or age) is called a
field. A group of related fields, such as the students name, the course taken,
the date, and the grade, comprises a record; a group of records of the same
type is called a file.
For example, the records in Figure 6-1 could constitute a student course file.
A group of related files makes up a database. The student course file illustrated
in Figure 6-1 could be grouped with files on students personal histories and
financial backgrounds to create a student database.
A record describes an entity. An entity is a person, place, thing, or event on
which we store and maintain information. Each characteristic or quality
describing a particular entity is called an attribute. For example, Student_ID,
Course, Date, and Grade are attributes of the entity COURSE. The specific
values that these attributes can have are found in the fields of the record
describing the entity COURSE.

PROBLEMS WITH THE TRADITIONAL FILE
ENVIRONMENT
In most organizations, systems tended to grow independently without a
company-wide plan. Accounting, finance, manufacturing, human resources,
and sales and marketing all developed their own systems and data files.
Figure 6-2 illustrates the traditional approach to information processing.

FIGURE 6-2

TRADITIONAL FILE PROCESSING

The use of a traditional approach to file processing encourages each functional area in a corporation
to develop specialized applications. Each application requires a unique data file that is likely to be a
subset of the master file. These subsets of the master file lead to data redundancy and inconsistency,
processing inflexibility, and wasted storage resources.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

Each application, of course, required its own files and its own computer
program to operate. For example, the human resources functional area might
have a personnel master file, a payroll file, a medical insurance file, a pension
file, a mailing list file, and so forth until tens, perhaps hundreds, of files and
programs existed. In the company as a whole, this process led to multiple
master files created, maintained, and operated by separate divisions or departments. As this process goes on for 5 or 10 years, the organization is saddled with
hundreds of programs and applications that are very difficult to maintain and
manage. The resulting problems are data redundancy and inconsistency,
program-data dependence, inflexibility, poor data security, and an inability to
share data among applications.

Data Redundancy and Inconsistency
Data redundancy is the presence of duplicate data in multiple data files so
that the same data are stored in more than place or location. Data
redundancy occurs when different groups in an organization independently
collect the same piece of data and store it independently of each other. Data
redundancy wastes storage resources and also leads to data inconsistency,
where the same attribute may have different values. For example, in
instances of the entity COURSE illustrated in Figure 6-1, the Date may be
updated in some systems but not in others. The same attribute, Student_ID,
may also have different names in different systems throughout the organization. Some systems might use Student_ID and others might use ID, for
example.
Additional confusion might result from using different coding systems to
represent values for an attribute. For instance, the sales, inventory, and manufacturing systems of a clothing retailer might use different codes to represent
clothing size. One system might represent clothing size as extra large,
whereas another might use the code XL for the same purpose. The resulting
confusion would make it difficult for companies to create customer relationship
management, supply chain management, or enterprise systems that integrate
data from different sources.

Program-Data Dependence
Program-data dependence refers to the coupling of data stored in files and the
specific programs required to update and maintain those files such that changes
in programs require changes to the data. Every traditional computer program
has to describe the location and nature of the data with which it works. In a
traditional file environment, any change in a software program could require a
change in the data accessed by that program. One program might be modified
from a five-digit to a nine-digit ZIP code. If the original data file were changed
from five-digit to nine-digit ZIP codes, then other programs that required the
five-digit ZIP code would no longer work properly. Such changes could cost
millions of dollars to implement properly.

L ack of Flexibility
A traditional file system can deliver routine scheduled reports after extensive
programming efforts, but it cannot deliver ad hoc reports or respond to
unanticipated information requirements in a timely fashion. The information
required by ad hoc requests is somewhere in the system but may be too expensive to retrieve. Several programmers might have to work for weeks to put
together the required data items in a new file.

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Poor Security
Because there is little control or management of data, access to and dissemination of information may be out of control. Management may have no way
of knowing who is accessing or even making changes to the organizations
data.

Lack of Data Sharing and Availability
Because pieces of information in different files and different parts of the
organization cannot be related to one another, it is virtually impossible for
information to be shared or accessed in a timely manner. Information cannot
flow freely across different functional areas or different parts of the organization. If users find different values of the same piece of information in two
different systems, they may not want to use these systems because they cannot
trust the accuracy of their data.

6.2

THE DATABASE APPROACH TO DATA
MANAGEMENT

Database technology cuts through many of the problems of traditional file
organization. A more rigorous definition of a database is a collection of data
organized to serve many applications efficiently by centralizing the data and
controlling redundant data. Rather than storing data in separate files for each
application, data are stored so as to appear to users as being stored in only one
location. A single database services multiple applications. For example, instead
of a corporation storing employee data in separate information systems and
separate files for personnel, payroll, and benefits, the corporation could create
a single common human resources database.

DATABASE MANAGEMENT SYSTEMS
A database management system (DBMS) is software that permits an
organization to centralize data, manage them efficiently, and provide access
to the stored data by application programs. The DBMS acts as an interface
between application programs and the physical data files. When the application program calls for a data item, such as gross pay, the DBMS finds this item
in the database and presents it to the application program. Using traditional
data files, the programmer would have to specify the size and format of each
data element used in the program and then tell the computer where they
were located.
The DBMS relieves the programmer or end user from the task of understanding where and how the data are actually stored by separating the logical
and physical views of the data. The logical view presents data as they would be
perceived by end users or business specialists, whereas the physical view
shows how data are actually organized and structured on physical storage
media.
The database management software makes the physical database available
for different logical views required by users. For example, for the human
resources database illustrated in Figure 6-3, a benefits specialist might require a
view consisting of the employees name, social security number, and health
insurance coverage. A payroll department member might need data such as the
employees name, social security number, gross pay, and net pay. The data for

A single human resources database provides many different views of data, depending on the information requirements of the user. Illustrated here are two possible views, one of interest to a benefits
specialist and one of interest to a member of the companys payroll department.

all these views are stored in a single database, where they can be more easily
managed by the organization.

H o w a D B M S S o l v e s t h e P r o b l e m s o f t h e Tr a d i t i o n a l
File Environment
A DBMS reduces data redundancy and inconsistency by minimizing isolated
files in which the same data are repeated. The DBMS may not enable the
organization to eliminate data redundancy entirely, but it can help control
redundancy. Even if the organization maintains some redundant data, using
a DBMS eliminates data inconsistency because the DBMS can help the
organization ensure that every occurrence of redundant data has the same
values. The DBMS uncouples programs and data, enabling data to stand on
their own. Access and availability of information will be increased and
program development and maintenance costs reduced because users
and programmers can perform ad hoc queries of data in the database.
The DBMS enables the organization to centrally manage data, their use, and
security.

Relational DBMS
Contemporary DBMS use different database models to keep track of entities,
attributes, and relationships. The most popular type of DBMS today for PCs as
well as for larger computers and mainframes is the relational DBMS.
Relational databases represent data as two-dimensional tables (called
relations). Tables may be referred to as files. Each table contains data on an
entity and its attributes. Microsoft Access is a relational DBMS for desktop
systems, whereas DB2, Oracle Database, and Microsoft SQL Server are
relational DBMS for large mainframes and midrange computers. MySQL is a
popular open-source DBMS, and Oracle Database Lite is a DBMS for small
handheld computing devices.

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Lets look at how a relational database organizes data about suppliers and
parts (see Figure 6-4). The database has a separate table for the entity
SUPPLIER and a table for the entity PART. Each table consists of a grid of
columns and rows of data. Each individual element of data for each entity is
stored as a separate field, and each field represents an attribute for that entity.
Fields in a relational database are also called columns. For the entity
SUPPLIER, the supplier identification number, name, street, city, state, and ZIP
code are stored as separate fields within the SUPPLIER table and each field represents an attribute for the entity SUPPLIER.
The actual information about a single supplier that resides in a table is called
a row. Rows are commonly referred to as records, or in very technical terms, as
tuples. Data for the entity PART have their own separate table.
The field for Supplier_Number in the SUPPLIER table uniquely identifies
each record so that the record can be retrieved, updated, or sorted and it is
called a key field. Each table in a relational database has one field that is
designated as its primary key. This key field is the unique identifier for all the
information in any row of the table and this primary key cannot be duplicated.

FIGURE 6-4

RELATIONAL DATABASE TABLES

A relational database organizes data in the form of two-dimensional tables. Illustrated here are tables for the entities SUPPLIER and PART
showing how they represent each entity and its attributes. Supplier_Number is a primary key for the SUPPLIER table and a foreign key for
the PART table.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

Supplier_Number is the primary key for the SUPPLIER table and Part_Number
is the primary key for the PART table. Note that Supplier_Number appears in
both the SUPPLIER and PART tables. In the SUPPLIER table, Supplier_Number
is the primary key. When the field Supplier_Number appears in the PART table
it is called a foreign key and is essentially a lookup field to look up data about
the supplier of a specific part.

Operations of a Relational DBMS
Relational database tables can be combined easily to deliver data required by
users, provided that any two tables share a common data element. Suppose we
wanted to find in this database the names of suppliers who could provide us
with part number 137 or part number 150. We would need information from
two tables: the SUPPLIER table and the PART table. Note that these two files
have a shared data element: Supplier_Number.
In a relational database, three basic operations, as shown in Figure 6-5,
are used to develop useful sets of data: select, join, and project. The select
operation creates a subset consisting of all records in the file that meet stated
criteria. Select creates, in other words, a subset of rows that meet certain
criteria. In our example, we want to select records (rows) from the PART table
where the Part_Number equals 137 or 150. The join operation combines
relational tables to provide the user with more information than is available in
individual tables. In our example, we want to join the now-shortened PART
table (only parts 137 or 150 will be presented) and the SUPPLIER table into a
single new table.
The project operation creates a subset consisting of columns in a table,
permitting the user to create new tables that contain only the information
required. In our example, we want to extract from the new table only the following
columns: Part_Number, Part_Name, Supplier_Number, and Supplier_Name.

Object-Oriented DBMS
Many applications today and in the future require databases that can store and
retrieve not only structured numbers and characters but also drawings, images,
photographs, voice, and full-motion video. DBMS designed for organizing
structured data into rows and columns are not well suited to handling graphicsbased or multimedia applications. Object-oriented databases are better suited
for this purpose.
An object-oriented DBMS stores the data and procedures that act on those
data as objects that can be automatically retrieved and shared. Object-oriented
database management systems (OODBMS) are becoming popular because they
can be used to manage the various multimedia components or Java applets used
in Web applications, which typically integrate pieces of information from a variety
of sources.
Although object-oriented databases can store more complex types of information than relational DBMS, they are relatively slow compared with relational
DBMS for processing large numbers of transactions. Hybrid object-relational
DBMS systems are now available to provide capabilities of both object-oriented
and relational DBMS.

Databases in the Cloud
Suppose your company wants to use cloud computing services. Is there a way
to manage data in the cloud? The answer is a qualified Yes. Cloud computing
providers offer database management services, but these services typically
have less functionality than their on-premises counterparts. At the moment,

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The select, join, and project operations enable data from two different tables to be combined and only selected attributes to be displayed.

Part Two Information Technology Infrastructure

FIGURE 6-5

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

the primary customer base for cloud-based data management consists of Webfocused start-ups or small to medium-sized businesses looking for database
capabilities at a lower price than a standard relational DBMS.
Amazon Web Services has both a simple non-relational database called
SimpleDB and a Relational Database Service, which is based on an online
implementation of the MySQL open source DBMS. Amazon Relational Database
Service (Amazon RDS) offers the full range of capabilities of MySQL. Pricing is
based on usage. (Charges run from 11 cents per hour for a small database using
1.7 GB of server memory to $3.10 per hour for a large database using 68 GB of
server memory.) There are also charges for the volume of data stored, the number of input-output requests, the amount of data written to the database, and
the amount of data read from the database.
Amazon Web Services additionally offers Oracle customers the option to
license Oracle Database 11g, Oracle Enterprise Manager, and Oracle Fusion
Middleware to run on the Amazon EC2 (Elastic Cloud Compute) platform.
Microsoft SQL Azure Database is a cloud-based relational database service
based on Microsofts SQL Server DBMS. It provides a highly available, scalable
database service hosted by Microsoft in the cloud. SQL Azure Database helps
reduce costs by integrating with existing software tools and providing symmetry with on-premises and cloud databases.
TicketDirect, which sells tickets to concerts, sporting events, theater performances, and movies in Australia and New Zealand, adopted the SQL Azure
Database cloud platform in order to improve management of peak system loads
during major ticket sales. It migrated its data to the SQL Azure database. By
moving to a cloud solution, TicketDirect is able to scale its computing resources
in response to real-time demand while keeping costs low.

CAPABILITIES OF DATABASE MANAGEMENT SYSTEMS
A DBMS includes capabilities and tools for organizing, managing, and accessing
the data in the database. The most important are its data definition language,
data dictionary, and data manipulation language.
DBMS have a data definition capability to specify the structure of the content
of the database. It would be used to create database tables and to define the
characteristics of the fields in each table. This information about the database
would be documented in a data dictionary. A data dictionary is an automated or
manual file that stores definitions of data elements and their characteristics.
Microsoft Access has a rudimentary data dictionary capability that displays
information about the name, description, size, type, format, and other properties of each field in a table (see Figure 6-6). Data dictionaries for large corporate
databases may capture additional information, such as usage, ownership (who
in the organization is responsible for maintaining the data), authorization;
security, and the individuals, business functions, programs, and reports that
use each data element.

Quer ying and Reporting
DBMS includes tools for accessing and manipulating information in databases.
Most DBMS have a specialized language called a data manipulation language
that is used to add, change, delete, and retrieve the data in the database.
This language contains commands that permit end users and programming
specialists to extract data from the database to satisfy information requests and
develop applications. The most prominent data manipulation language today is
Structured Query Language, or SQL. Figure 6-7 illustrates the SQL query that

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FIGURE 6-6

MICROSOFT ACCESS DATA DICTIONARY FEATURES

Microsoft Access has a rudimentary data dictionary capability that displays information about the size,
format, and other characteristics of each field in a database. Displayed here is the information maintained
in the SUPPLIER table. The small key icon to the left of Supplier_Number indicates that it is a key field.

would produce the new resultant table in Figure 6-5. You can find out more
about how to perform SQL queries in our Learning Tracks for this chapter.
Users of DBMS for large and midrange computers, such as DB2, Oracle, or
SQL Server, would employ SQL to retrieve information they needed from the
database. Microsoft Access also uses SQL, but it provides its own set of
user-friendly tools for querying databases and for organizing data from
databases into more polished reports.
In Microsoft Access, you will find features that enable users to create
queries by identifying the tables and fields they want and the results, and
then selecting the rows from the database that meet particular criteria. These
actions in turn are translated into SQL commands. Figure 6-8 illustrates how

FIGURE 6-7

EXAMPLE OF AN SQL QUERY

Illustrated here are the SQL statements for a query to select suppliers for parts 137 or 150.
They produce a list with the same results as Figure 6-5.

Illustrated here is how the query in Figure 6-7 would be constructed using Microsoft Access querybuilding tools. It shows the tables, fields, and selection criteria used for the query.

the same query as the SQL query to select parts and suppliers would be
constructed using the Microsoft query-building tools.
Microsoft Access and other DBMS include capabilities for report generation
so that the data of interest can be displayed in a more structured and polished
format than would be possible just by querying. Crystal Reports is a popular
report generator for large corporate DBMS, although it can also be used with
Access. Access also has capabilities for developing desktop system applications.
These include tools for creating data entry screens, reports, and developing the
logic for processing transactions.

DESIGNING DATABASES
To create a database, you must understand the relationships among the data,
the type of data that will be maintained in the database, how the data will be
used, and how the organization will need to change to manage data from a
company-wide perspective. The database requires both a conceptual design and
a physical design. The conceptual, or logical, design of a database is an abstract
model of the database from a business perspective, whereas the physical design
shows how the database is actually arranged on direct-access storage devices.

Normalization and Entity-Relationship Diagrams
The conceptual database design describes how the data elements in the
database are to be grouped. The design process identifies relationships among
data elements and the most efficient way of grouping data elements together to
meet business information requirements. The process also identifies redundant
data elements and the groupings of data elements required for specific

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FIGURE 6-9

AN UNNORMALIZED RELATION FOR ORDER

An unnormalized relation contains repeating groups. For example, there can be many parts and suppliers for each order. There is
only a one-to-one correspondence between Order_Number and Order_Date.

application programs. Groups of data are organized, refined, and streamlined
until an overall logical view of the relationships among all the data in the
database emerges.
To use a relational database model effectively, complex groupings of data
must be streamlined to minimize redundant data elements and awkward manyto-many relationships. The process of creating small, stable, yet flexible and
adaptive data structures from complex groups of data is called normalization.
Figures 6-9 and 6-10 illustrate this process.
In the particular business modeled here, an order can have more than one
part but each part is provided by only one supplier. If we build a relation called
ORDER with all the fields included here, we would have to repeat the name and
address of the supplier for every part on the order, even though the order is for
parts from a single supplier. This relationship contains what are called repeating
data groups because there can be many parts on a single order to a given
supplier. A more efficient way to arrange the data is to break down ORDER into
smaller relations, each of which describes a single entity. If we go step by step
and normalize the relation ORDER, we emerge with the relations illustrated in
Figure 6-10. You can find out more about normalization, entity-relationship
diagramming, and database design in the Learning Tracks for this chapter.
Relational database systems try to enforce referential integrity rules to
ensure that relationships between coupled tables remain consistent. When one
table has a foreign key that points to another table, you may not add a record to
the table with the foreign key unless there is a corresponding record in the linked
table. In the database we examined earlier in this chapter, the foreign key

FIGURE 6-10

NORMALIZED TABLES CREATED FROM ORDER

After normalization, the original relation ORDER has been broken down into four smaller relations. The relation ORDER is left with only two
attributes and the relation LINE_ITEM has a combined, or concatenated, key consisting of Order_Number and Part_Number.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

Supplier_Number links the PART table to the SUPPLIER table. We may not add a
new record to the PART table for a part with Supplier_Number 8266 unless there
is a corresponding record in the SUPPLIER table for Supplier_Number 8266.
We must also delete the corresponding record in the PART table if we delete the
record in the SUPPLIER table for Supplier_Number 8266. In other words, we
shouldnt have parts from nonexistent suppliers!
Database designers document their data model with an entity-relationship
diagram, illustrated in Figure 6-11. This diagram illustrates the relationship
between the entities SUPPLIER, PART, LINE_ITEM, and ORDER. The boxes
represent entities. The lines connecting the boxes represent relationships. A line
connecting two entities that ends in two short marks designates a one-to-one
relationship. A line connecting two entities that ends with a crows foot topped by
a short mark indicates a one-to-many relationship. Figure 6-11 shows that one
ORDER can contain many LINE_ITEMs. (A PART can be ordered many times and
appear many times as a line item in a single order.) Each PART can have only one
SUPPLIER, but many PARTs can be provided by the same SUPPLIER.
It cant be emphasized enough: If the business doesnt get its data model
right, the system wont be able to serve the business well. The companys
systems will not be as effective as they could be because theyll have to
work with data that may be inaccurate, incomplete, or difficult to retrieve.
Understanding the organizations data and how they should be represented in a
database is perhaps the most important lesson you can learn from this course.
For example, Famous Footwear, a shoe store chain with more than 800
locations in 49 states, could not achieve its goal of having the right style of shoe
in the right store for sale at the right price because its database was not
properly designed for rapidly adjusting store inventory. The company had an
Oracle relational database running on an IBM AS/400 midrange computer, but
the database was designed primarily for producing standard reports for
management rather than for reacting to marketplace changes. Management
could not obtain precise data on specific items in inventory in each of its stores.
The company had to work around this problem by building a new database
where the sales and inventory data could be better organized for analysis and
inventory management.

6.3

USING DATABASES TO IMPROVE BUSINESS
PERFORMANCE AND DECISION MAKING

Businesses use their databases to keep track of basic transactions, such as paying
suppliers, processing orders, keeping track of customers, and paying employees.
But they also need databases to provide information that will help the company

FIGURE 6-11

AN ENTITY-RELATIONSHIP DIAGRAM

This diagram shows the relationships between the entities SUPPLIER, PART, LINE_ITEM, and ORDER that might be used to model the
database in Figure 6-10.

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run the business more efficiently, and help managers and employees make better decisions. If a company wants to know which product is the most popular or
who is its most profitable customer, the answer lies in the data.
For example, by analyzing data from customer credit card purchases,
Louises Trattoria, a Los Angeles restaurant chain, learned that quality was
more important than price for most of its customers, who were collegeeducated and liked fine wine. Acting on this information, the chain introduced
vegetarian dishes, more seafood selections, and more expensive wines, raising
sales by more than 10 percent.
In a large company, with large databases or large systems for separate
functions, such as manufacturing, sales, and accounting, special capabilities
and tools are required for analyzing vast quantities of data and for accessing
data from multiple systems. These capabilities include data warehousing, data
mining, and tools for accessing internal databases through the Web.

DATA WAREHOUSES
Suppose you want concise, reliable information about current operations,
trends, and changes across the entire company If you worked in a large
company, obtaining this might be difficult because data are often maintained in
separate systems, such as sales, manufacturing, or accounting. Some of the data
you need might be found in the sales system, and other pieces in the
manufacturing system. Many of these systems are older legacy systems that
use outdated data management technologies or file systems where information
is difficult for users to access.
You might have to spend an inordinate amount of time locating and
gathering the data you need, or you would be forced to make your decision
based on incomplete knowledge. If you want information about trends, you
might also have trouble finding data about past events because most firms only
make their current data immediately available. Data warehousing addresses
these problems.

W h a t I s a D a t a Wa r e h o u s e ?
A data warehouse is a database that stores current and historical data of
potential interest to decision makers throughout the company. The data
originate in many core operational transaction systems, such as systems
for sales, customer accounts, and manufacturing, and may include data
from Web site transactions. The data warehouse consolidates and standardizes
information from different operational databases so that the information can be
used across the enterprise for management analysis and decision making.
Figure 6-12 illustrates how a data warehouse works. The data warehouse
makes the data available for anyone to access as needed, but it cannot be
altered. A data warehouse system also provides a range of ad hoc and
standardized query tools, analytical tools, and graphical reporting facilities.
Many firms use intranet portals to make the data warehouse information
widely available throughout the firm.
Catalina Marketing, a global marketing firm for major consumer packaged
goods companies and retailers, operates a gigantic data warehouse that includes
three years of purchase history for 195 million U.S. customer loyalty program
members at supermarkets, pharmacies, and other retailers. It is the largest
loyalty database in the world. Catalinas retail store customers analyze this
database of customer purchase histories to determine individual customers
buying preferences. When a shopper checks out at the cash register of one of

The data warehouse extracts current and historical data from multiple operational systems inside the
organization. These data are combined with data from external sources and reorganized into a central
database designed for management reporting and analysis. The information directory provides users
with information about the data available in the warehouse.

Catalinas retail customers, the purchase is instantly analyzed along with that
customers buying history in the data warehouse to determine what coupons
that customer will receive at checkout along with a receipt.
The U.S. Internal Revenue Service (IRS) maintains a Compliance Data
Warehouse that consolidates taxpayer data that had been fragmented among
many different legacy systems, including personal information about taxpayers and archived tax returns. These systems had been designed to process tax
return forms efficiently but their data were very difficult to query and
analyze. The Compliance Data Warehouse integrates taxpayer data from
many disparate sources into a relational structure, which makes querying
and analysis much easier. With a complete and comprehensive picture of
taxpayers, the warehouse helps IRS analysts and staff identify people who
are most likely to cheat on their income tax payments and respond rapidly to
taxpayer queries.

Data Marts
Companies often build enterprise-wide data warehouses, where a central data
warehouse serves the entire organization, or they create smaller, decentralized warehouses called data marts. A data mart is a subset of a data warehouse in which a summarized or highly focused portion of the organizations
data is placed in a separate database for a specific population of users. For
example, a company might develop marketing and sales data marts to deal
with customer information. Before implementing an enterprise-wide data
warehouse, bookseller Barnes &amp; Noble maintained a series of data martsone
for point-of-sale data in retail stores, another for college bookstore sales, and a
third for online sales. A data mart typically focuses on a single subject area or
line of business, so it usually can be constructed more rapidly and at lower
cost than an enterprise-wide data warehouse.

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TOOLS FOR BUSINESS INTELLIGENCE:
MULTIDIMENSIONAL DATA ANALYSIS AND DATA
MINING
Once data have been captured and organized in data warehouses and data marts,
they are available for further analysis using tools for business intelligence,
which we introduced briefly in Chapter 2. Business intelligence tools enable
users to analyze data to see new patterns, relationships, and insights that are
useful for guiding decision making.
Principal tools for business intelligence include software for database querying
and reporting, tools for multidimensional data analysis (online analytical
processing), and tools for data mining. This section will introduce you to these
tools, with more detail about business intelligence analytics and applications in
the Chapter 12 discussion of decision making.

Online Analytical Processing (OLAP)
Suppose your company sells four different productsnuts, bolts, washers, and
screwsin the East, West, and Central regions. If you wanted to ask a fairly
straightforward question, such as how many washers were sold during the past
quarter, you could easily find the answer by querying your sales database.
But what if you wanted to know how many washers sold in each of your sales
regions and compare actual results with projected sales?
To obtain the answer, you would need online analytical processing
(OLAP). OLAP supports multidimensional data analysis, enabling users to
view the same data in different ways using multiple dimensions. Each aspect
of informationproduct, pricing, cost, region, or time periodrepresents a
different dimension. So, a product manager could use a multidimensional data
analysis tool to learn how many washers were sold in the East in June, how that
compares with the previous month and the previous June, and how it compares
with the sales forecast. OLAP enables users to obtain online answers to ad hoc
questions such as these in a fairly rapid amount of time, even when the data are
stored in very large databases, such as sales figures for multiple years.
Figure 6-13 shows a multidimensional model that could be created to
represent products, regions, actual sales, and projected sales. A matrix of
actual sales can be stacked on top of a matrix of projected sales to form a cube
with six faces. If you rotate the cube 90 degrees one way, the face showing will
be product versus actual and projected sales. If you rotate the cube 90 degrees
again, you will see region versus actual and projected sales. If you rotate 180
degrees from the original view, you will see projected sales and product versus
region. Cubes can be nested within cubes to build complex views of data. A
company would use either a specialized multidimensional database or a tool
that creates multidimensional views of data in relational databases.

Data Mining
Traditional database queries answer such questions as, How many units of
product number 403 were shipped in February 2010? OLAP, or multidimensional analysis, supports much more complex requests for information, such as
Compare sales of product 403 relative to plan by quarter and sales region for
the past two years. With OLAP and query-oriented data analysis, users need to
have a good idea about the information for which they are looking.
Data mining is more discovery-driven. Data mining provides insights into
corporate data that cannot be obtained with OLAP by finding hidden patterns and

The view that is showing is product versus region. If you rotate the cube 90 degrees, the face will
show product versus actual and projected sales. If you rotate the cube 90 degrees again, you will see
region versus actual and projected sales. Other views are possible.

relationships in large databases and inferring rules from them to predict future
behavior. The patterns and rules are used to guide decision making and forecast
the effect of those decisions. The types of information obtainable from data
mining include associations, sequences, classifications, clusters, and forecasts.
Associations are occurrences linked to a single event. For instance, a study of
supermarket purchasing patterns might reveal that, when corn chips are
purchased, a cola drink is purchased 65 percent of the time, but when there
is a promotion, cola is purchased 85 percent of the time. This information
helps managers make better decisions because they have learned the
profitability of a promotion.
In sequences, events are linked over time. We might find, for example, that if
a house is purchased, a new refrigerator will be purchased within two weeks
65 percent of the time, and an oven will be bought within one month of the
home purchase 45 percent of the time.
Classification recognizes patterns that describe the group to which an item
belongs by examining existing items that have been classified and by
inferring a set of rules. For example, businesses such as credit card or
telephone companies worry about the loss of steady customers. Classification
helps discover the characteristics of customers who are likely to leave and
can provide a model to help managers predict who those customers are so
that the managers can devise special campaigns to retain such customers.
Clustering works in a manner similar to classification when no groups have yet
been defined. A data mining tool can discover different groupings within data,
such as finding affinity groups for bank cards or partitioning a database into
groups of customers based on demographics and types of personal investments.
Although these applications involve predictions, forecasting uses predictions in
a different way. It uses a series of existing values to forecast what other values
will be. For example, forecasting might find patterns in data to help managers
estimate the future value of continuous variables, such as sales figures.

These systems perform high-level analyses of patterns or trends, but they
can also drill down to provide more detail when needed. There are data mining

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applications for all the functional areas of business, and for government and
scientific work. One popular use for data mining is to provide detailed analyses
of patterns in customer data for one-to-one marketing campaigns or for
identifying profitable customers.
For example, Harrahs Entertainment, the second-largest gambling company
in its industry, uses data mining to identify its most profitable customers and
generate more revenue from them. The company continually analyzes data
about its customers gathered when people play its slot machines or use
Harrahs casinos and hotels. Harrahs marketing department uses this information to build a detailed gambling profile, based on a particular customers
ongoing value to the company. For instance, data mining lets Harrahs know
the favorite gaming experience of a regular customer at one of its Midwest
riverboat casinos, along with that persons preferences for room accomodations,
restaurants, and entertainment. This information guides management decisions about how to cultivate the most profitable customers, encourage those
customers to spend more, and attract more customers with high revenue-generating potential. Business intelligence has improved Harrahs profits so much
that it has become the centerpiece of the firms business strategy.
Predictive analytics use data mining techniques, historical data, and assumptions about future conditions to predict outcomes of events, such as the probability a customer will respond to an offer or purchase a specific product. For example, the U.S. division of The Body Shop International plc used predictive analytics
with its database of catalog, Web, and retail store customers to identify customers
who were more likely to make catalog purchases. That information helped the
company build a more precise and targeted mailing list for its catalogs, improving
the response rate for catalog mailings and catalog revenues.

Te x t M i n i n g a n d We b M i n i n g
Business intelligence tools deal primarily with data that have been structured in
databases and files. However, unstructured data, most in the form of text files,
is believed to account for over 80 percent of an organizations useful information. E-mail, memos, call center transcripts, survey responses, legal cases,
patent descriptions, and service reports are all valuable for finding patterns and
trends that will help employees make better business decisions. Text mining
tools are now available to help businesses analyze these data. These tools are
able to extract key elements from large unstructured data sets, discover
patterns and relationships, and summarize the information. Businesses might
turn to text mining to analyze transcripts of calls to customer service centers to
identify major service and repair issues.
Text mining is a relatively new technology, but whats really new are the
myriad ways in which unstructured data are being generated by consumers and
the business uses for these data. The Interactive Session on Technology
explores some of these business applications of text mining.
The Web is another rich source of valuable information, some of which can
now be mined for patterns, trends, and insights into customer behavior.
The discovery and analysis of useful patterns and information from the World
Wide Web is called Web mining. Businesses might turn to Web mining to help
them understand customer behavior, evaluate the effectiveness of a particular
Web site, or quantify the success of a marketing campaign. For instance,
marketers use Google Trends and Google Insights for Search services, which
track the popularity of various words and phrases used in Google search
queries, to learn what people are interested in and what they are interested in
buying.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

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I N T E R A C T I V E S E S S I O N : T E C H N O LO GY
WHAT CAN BUSINESSES LEARN FROM TEXT MINING?
Text mining is the discovery of patterns and relationships from large sets of unstructured datathe kind
of data we generate in e-mails, phone conversations,
blog postings, online customer surveys, and tweets.
The mobile digital platform has amplified the
explosion in digital information, with hundreds of
millions of people calling, texting, searching,
apping (using applications), buying goods, and
writing billions of e-mails on the go.
Consumers today are more than just consumers:
they have more ways to collaborate, share information, and influence the opinions of their friends and
peers, and the data they create in doing so have
significant value to businesses. Unlike structured
data, which are generated from events such as
completing a purchase transaction, unstructured data
have no distinct form. Nevertheless, managers
believe such data may offer unique insights into customer behavior and attitudes that were much more
difficult to determine years ago.
For example, in 2007, JetBlue experienced
unprecedented levels of customer discontent in the
wake of a February ice storm that resulted in
widespread flight cancellations and planes stranded
on Kennedy Airport runways. The airline received
15,000 e-mails per day from customers during the
storm and immediately afterwards, up from its usual
daily volume of 400. The volume was so much larger
than usual that JetBlue had no simple way to read
everything its customers were saying.
Fortunately, the company had recently contracted
with Attensity, a leading vendor of text analytics
software, and was able to use the software to analyze
all of the e-mail it had received within two days.
According to JetBlue research analyst Bryan
Jeppsen, Attensity Analyze for Voice of the Customer
(VoC) enabled JetBlue to rapidly extract customer
sentiments, preferences, and requests it couldnt find
any other way. This tool uses a proprietary technology to automatically identify facts, opinions,
requests, trends, and trouble spots from the unstructured text of survey responses, service notes, e-mail
messages, Web forums, blog entries, news articles,
and other customer communications. The technology is able to accurately and automatically identify
the many different voices customers use to express
their feedback (such as a negative voice, positive
voice, or conditional voice), which helps organiza-

tions pinpoint key events and relationships, such as
intent to buy, intent to leave, or customer wish
events. It can reveal specific product and service
issues, reactions to marketing and public relations
efforts, and even buying signals.
Attensitys software integrated with JetBlues other
customer analysis tools, such as Satmetrixs Net
Promoter metrics, which classifies customers into
groups that are generating positive, negative, or no
feedback about the company. Using Attensitys text
analytics in tandem with these tools, JetBlue developed a customer bill of rights that addressed the
major issues customers had with the company.
Hotel chains like Gaylord Hotels and Choice
Hotels are using text mining software to glean
insights from thousands of customer satisfaction
surveys provided by their guests. Gaylord Hotels is
using Clarabridges text analytics solution delivered
via the Internet as a hosted software service to
gather and analyze customer feedback from surveys,
e-mail, chat messaging, staffed call centers, and
online forums associated with guests and meeting
planners experiences at the companys convention
resorts. The Clarabridge software sorts through the
hotel chains customer surveys and gathers positive
and negative comments, organizing them into a
variety of categories to reveal less obvious insights.
For example, guests complained about many things
more frequently than noisy rooms, but complaints of
noisy rooms were most frequently correlated with
surveys indicating an unwillingness to return to the
hotel for another stay.
Analyzing customer surveys used to take weeks,
but now takes only days, thanks to the Clarabridge
software. Location managers and corporate executives have also used findings from text mining to
influence decisions on building improvements.
Wendys International adopted Clarabridge software
to analyze nearly 500,000 messages it collects each
year from its Web-based feedback forum, call center
notes, e-mail messages, receipt-based surveys, and
social media. The chains customer satisfaction team
had previously used spreadsheets and keyword
searches to review customer comments, a very slow
manual approach. Wendys management was looking
for a better tool to speed analysis, detect emerging
issues, and pinpoint troubled areas of the business at
the store, regional, or corporate level.

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The Clarabridge technology enables Wendys to
track customer experiences down to the store level
within minutes. This timely information helps store,
regional, and corporate managers spot and address
problems related to meal quality, cleanliness, and
speed of service.
Text analytics software caught on first with
government agencies and larger companies with
information systems departments that had the
means to properly use the complicated software, but
Clarabridge is now offering a version of its product
geared towards small businesses. The technology has
already caught on with law enforcement, search tool
interfaces, and listening platforms like Nielsen
Online. Listening platforms are text mining tools that
focus on brand management, allowing companies to

determine how consumers feel about their brand and
take steps to respond to negative sentiment.
Structured data analysis wont be rendered obsolete by text analytics, but companies that are able to
use both methods to develop a clearer picture of
their customers attitudes will have an easier time
establishing and building their brand and gleaning
insights that will enhance profitability.
Sources: Doug Henschen, Wendys Taps Text Analytics to Mine
Customer Feedback, Information Week, March 23, 2010; David
Stodder, How Text Analytics Drive Customer Insight Information
Week, February 1, 2010; Nancy David Kho, Customer Experience
and Sentiment Analysis, KMWorld, February 1, 2010; Siobhan
Gorman, Details of Einstein Cyber-Shield Disclosed by White
House, The Wall Street Journal, March 2, 2010; www.attensity.com,
accessed June 16, 2010; and www.clarabridge.com, accessed
June 17, 2010.

CASE STUDY QUESTIONS
1. What challenges does the increase in unstructured data present for businesses?
2. How does text-mining improve decision-making?
3. What kinds of companies are most likely to benefit
from text mining software? Explain your answer.
4. In what ways could text mining potentially lead to
the erosion of personal information privacy?
Explain.

MIS IN ACTION
Visit a Web site such as QVC.com or TripAdvisor.com
detailing products or services that have customer
reviews. Pick a product, hotel, or other service with
at least 15 customer reviews and read those reviews,
both positive and negative. How could Web content
mining help the offering company improve or better
market this product or service? What pieces of
information should highlighted?

Web mining looks for patterns in data through content mining, structure
mining, and usage mining. Web content mining is the process of extracting
knowledge from the content of Web pages, which may include text, image, audio,
and video data. Web structure mining extracts useful information from the links
embedded in Web documents. For example, links pointing to a document indicate
the popularity of the document, while links coming out of a document indicate
the richness or perhaps the variety of topics covered in the document. Web usage
mining examines user interaction data recorded by a Web server whenever
requests for a Web sites resources are received. The usage data records the users
behavior when the user browses or makes transactions on the Web site and collects the data in a server log. Analyzing such data can help companies determine
the value of particular customers, cross marketing strategies across products, and
the effectiveness of promotional campaigns.

DATABASES AND THE WEB
Have you ever tried to use the Web to place an order or view a product catalog?
If so, you were probably using a Web site linked to an internal corporate
database. Many companies now use the Web to make some of the information
in their internal databases available to customers and business partners.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

Suppose, for example, a customer with a Web browser wants to search an online
retailers database for pricing information. Figure 6-14 illustrates how that customer might access the retailers internal database over the Web. The user
accesses the retailers Web site over the Internet using Web browser software on
his or her client PC. The users Web browser software requests data from the organizations database, using HTML commands to communicate with the Web server.
Because many back-end databases cannot interpret commands written in
HTML, the Web server passes these requests for data to software that translates
HTML commands into SQL so that they can be processed by the DBMS working
with the database. In a client/server environment, the DBMS resides on a
dedicated computer called a database server. The DBMS receives the SQL
requests and provides the required data. The middleware transfers information
from the organizations internal database back to the Web server for delivery in
the form of a Web page to the user.
Figure 6-14 shows that the middleware working between the Web server and
the DBMS is an application server running on its own dedicated computer (see
Chapter 5). The application server software handles all application operations,
including transaction processing and data access, between browser-based
computers and a companys back-end business applications or databases. The
application server takes requests from the Web server, runs the business logic to
process transactions based on those requests, and provides connectivity to the
organizations back-end systems or databases. Alternatively, the software for
handling these operations could be a custom program or a CGI script. A CGI
script is a compact program using the Common Gateway Interface (CGI) specification for processing data on a Web server.
There are a number of advantages to using the Web to access an organizations internal databases. First, Web browser software is much easier to use than
proprietary query tools. Second, the Web interface requires few or no changes
to the internal database. It costs much less to add a Web interface in front of a
legacy system than to redesign and rebuild the system to improve user access.
Accessing corporate databases through the Web is creating new efficiencies,
opportunities, and business models. ThomasNet.com provides an up-to-date
online directory of more than 600,000 suppliers of industrial products, such as
chemicals, metals, plastics, rubber, and automotive equipment. Formerly called
Thomas Register, the company used to send out huge paper catalogs with this
information. Now it provides this information to users online via its Web site
and has become a smaller, leaner company.
Other companies have created entirely new businesses based on access to
large databases through the Web. One is the social networking site MySpace,
which helps users stay connected with each other or meet new people.

FIGURE 6-14

LINKING INTERNAL DATABASES TO THE WEB

Users access an organizations internal database through the Web using their desktop PCs and Web
browser software.

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MySpace features music, comedy, videos, and profiles with information
supplied by 122 million users about their age, hometown, dating preferences,
marital status, and interests. It maintains a massive database to house and
manage all of this content. Facebook uses a similar database.

6.4

MANAGING DATA RESOURCES

Setting up a database is only a start. In order to make sure that the data for your
business remain accurate, reliable, and readily available to those who need it,
your business will need special policies and procedures for data management.

ESTABLISHING AN INFORMATION POLICY
Every business, large and small, needs an information policy. Your firms data
are an important resource, and you dont want people doing whatever they
want with them. You need to have rules on how the data are to be organized and
maintained, and who is allowed to view the data or change them.
An information policy specifies the organizations rules for sharing,
disseminating, acquiring, standardizing, classifying, and inventorying information. Information policy lays out specific procedures and accountabilities,
identifying which users and organizational units can share information, where
information can be distributed, and who is responsible for updating and
maintaining the information. For example, a typical information policy would
specify that only selected members of the payroll and human resources
department would have the right to change and view sensitive employee data,
such as an employees salary or social security number, and that these departments are responsible for making sure that such employee data are accurate.
If you are in a small business, the information policy would be established and
implemented by the owners or managers. In a large organization, managing and
planning for information as a corporate resource often requires a formal data
administration function. Data administration is responsible for the specific
policies and procedures through which data can be managed as an organizational
resource. These responsibilities include developing information policy, planning
for data, overseeing logical database design and data dictionary development, and
monitoring how information systems specialists and end-user groups use data.
You may hear the term data governance used to describe many of these
activities. Promoted by IBM, data governance deals with the policies and
processes for managing the availability, usability, integrity, and security of the
data employed in an enterprise, with special emphasis on promoting privacy,
security, data quality, and compliance with government regulations.
A large organization will also have a database design and management group
within the corporate information systems division that is responsible for
defining and organizing the structure and content of the database, and
maintaining the database. In close cooperation with users, the design group
establishes the physical database, the logical relations among elements, and the
access rules and security procedures. The functions it performs are called
database administration.

ENSURING DATA QUALITY
A well-designed database and information policy will go a long way toward
ensuring that the business has the information it needs. However, additional

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

steps must be taken to ensure that the data in organizational databases are
accurate and remain reliable.
What would happen if a customers telephone number or account balance
were incorrect? What would be the impact if the database had the wrong price
for the product you sold or your sales system and inventory system showed
different prices for the same product? Data that are inaccurate, untimely, or
inconsistent with other sources of information lead to incorrect decisions, product recalls, and financial losses. Inaccurate data in criminal justice and national
security databases might even subject you to unnecessarily surveillance or
detention, as described in the chapter-ending case study.
According to Forrester Research, 20 percent of U.S. mail and commercial
package deliveries were returned because of incorrect names or addresses.
Gartner Inc. reported that more than 25 percent of the critical data in large
Fortune 1000 companies databases is inaccurate or incomplete, including bad
product codes and product descriptions, faulty inventory descriptions,
erroneous financial data, incorrect supplier information, and incorrect
employee data. (Gartner, 2007).
Think of all the times youve received several pieces of the same direct mail
advertising on the same day. This is very likely the result of having your name
maintained multiple times in a database. Your name may have been misspelled
or you used your middle initial on one occasion and not on another or the information was initially entered onto a paper form and not scanned properly into
the system. Because of these inconsistencies, the database would treat you as
different people! We often receive redundant mail addressed to Laudon,
Lavdon, Lauden, or Landon.
If a database is properly designed and enterprise-wide data standards
established, duplicate or inconsistent data elements should be minimal. Most
data quality problems, however, such as misspelled names, transposed
numbers, or incorrect or missing codes, stem from errors during data input.
The incidence of such errors is rising as companies move their businesses to
the Web and allow customers and suppliers to enter data into their Web sites
that directly update internal systems.
Before a new database is in place, organizations need to identify and correct
their faulty data and establish better routines for editing data once their
database is in operation. Analysis of data quality often begins with a data
quality audit, which is a structured survey of the accuracy and level of
completeness of the data in an information system. Data quality audits can be
performed by surveying entire data files, surveying samples from data files, or
surveying end users for their perceptions of data quality.
Data cleansing, also known as data scrubbing, consists of activities for
detecting and correcting data in a database that are incorrect, incomplete,
improperly formatted, or redundant. Data cleansing not only corrects errors
but also enforces consistency among different sets of data that originated in
separate information systems. Specialized data-cleansing software is available
to automatically survey data files, correct errors in the data, and integrate the
data in a consistent company-wide format.
Data quality problems are not just business problems. They also pose serious
problems for individuals, affecting their financial condition and even their jobs.
The Interactive Session on Organizations describes some of these impacts, as it
details the data quality problems found in the companies that collect and report
consumer credit data. As you read this case, look for the management, organization, and technology factors behind this problem, and whether existing
solutions are adequate.

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I N T E R A C T I V E S E S S I O N : O R G A N I Z AT I O N S
CREDIT BUREAU ERRORSBIG PEOPLE PROBLEMS
Youve found the car of your dreams. You have a
good job and enough money for a down payment.
All you need is an auto loan for $14,000. You have
a few credit card bills, which you diligently pay off
each month. But when you apply for the loan
youre turned down. When you ask why, youre
told you have an overdue loan from a bank youve
never heard of. Youve just become one of the
millions of people who have been victimized by
inaccurate or outdated data in credit bureaus
information systems.
Most data on U.S. consumers credit histories are
collected and maintained by three national credit
reporting agencies: Experian, Equifax, and
TransUnion. These organizations collect data from
various sources to create a detailed dossier of an
individuals borrowing and bill paying habits. This
information helps lenders assess a persons credit
worthiness, the ability to pay back a loan, and can
affect the interest rate and other terms of a loan,
including whether a loan will be granted in the
first place. It can even affect the chances of finding
or keeping a job: At least one-third of employers
check credit reports when making hiring, firing, or
promotion decisions.
U.S. credit bureaus collect personal information
and financial data from a variety of sources,
including creditors, lenders, utilities, debt
collection agencies, and the courts. These data are
aggregated and stored in massive databases
maintained by the credit bureaus. The credit
bureaus then sell this information to other
companies to use for credit assessment.
The credit bureaus claim they know which
credit cards are in each consumers wallet, how
much is due on the mortgage, and whether the
electric bill is paid on time. But if the wrong
information gets into their systems, whether
through identity theft or errors transmitted by
creditors, watch out! Untangling the mess can be
almost impossible.
The bureaus understand the importance of
providing accurate information to both lenders and
consumers. But they also recognize that their own
systems are responsible for many credit-report
errors. Some mistakes occur because of the
procedures for matching loans to individual credit
reports.

The sheer volume of information being
transmitted from creditors to credit bureaus
increases the likelihood of mistakes. Experian, for
example, updates 30 million credit reports each
day and roughly 2 billion credit reports each
month. It matches the identifying personal
information in a credit application or credit
account with the identifying personal information
in a consumer credit file. Identifying personal
information includes items such as name (first
name, last name and middle initial), full current
address and ZIP code, full previous address and
ZIP code, and social security number. The new
credit information goes into the consumer credit
file that it best matches.
The credit bureaus rarely receive information
that matches in all the fields in credit files, so they
have to determine how much variation to allow
and still call it a match. Imperfect data lead to
imperfect matches. A consumer might provide
incomplete or inaccurate information on a credit
application. A creditor might submit incomplete or
inaccurate information to the credit bureaus. If the
wrong person matches better than anyone else, the
data could unfortunately go into the wrong
account.
Perhaps the consumer didnt write clearly on
the account application. Name variations on
different credit accounts can also result in lessthan-perfect matches. Take the name Edward
Jeffrey Johnson. One account may say Edward
Johnson. Another may say Ed Johnson. Another
might say Edward J. Johnson. Suppose the last two
digits of Edwards social security number get
transposedmore chance for mismatches.
If the name or social security number on
another persons account partially matches the
data in your file, the computer might attach that
persons data to your record. Your record might
likewise be corrupted if workers in companies
supplying tax and bankruptcy data from court and
government records accidentally transpose a digit
or misread a document.
The credit bureaus claim it is impossible for
them to monitor the accuracy of the 3.5 billion
pieces of credit account information they receive
each month. They must continually contend with
bogus claims from consumers who falsify lender

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

information or use shady credit-repair companies
that challenge all the negative information on a
credit report regardless of its validity. To separate
the good from the bad, the credit bureaus use an
automated e-OSCAR (Electronic Online Solution for
Complete and Accurate Reporting) system to
forward consumer disputes to lenders for
verification.
If your credit report showed an error, the
bureaus usually do not contact the lender directly
to correct the information. To save money, the
bureaus send consumer protests and evidence to a
data processing center run by a third-party contractor. These contractors rapidly summarize every
complaint with a short comment and 2-digit code
from a menu of 26 options. For example, the code
A3 designates belongs to another individual with a
similar name. These summaries are often too brief

to include the background banks need to understand a complaint.
Although this system fixes large numbers of
errors (data are updated or corrected for 72 percent
of disputes), consumers have few options if the
system fails. Consumers who file a second dispute
without providing new information might have their
dispute dismissed as frivolous. If the consumer
tries to contact the lender that made the error on
their own, banks have no obligation to investigate
the disputeunless its sent by a credit bureau.
Sources: Dennis McCafferty, Bad Credit Could Cost You a Job,
Baseline, June 7, 2010; Kristen McNamara, Bad Credit Derails Job
Seekers, The Wall Street Journal, March 16, 2010; Anne Kadet, Lucy
Lazarony, Your Name Can Mess Up Your Credit Report,
Bankrate.com, accessed July 1, 2009; Credit Report Fix a
Headache, Atlanta Journal-Constitution, June 14, 2009; and Why
Credit Bureaus Cant Get It Right, Smart Money, March 2009.

MIS IN ACTION
Go to the Experian Web site (www.experian.com)
and explore the site, with special attention to its
services for businesses and small businesses.
Then answer the following questions:
1. List and describe five services for businesses and
explain how each uses consumer data. Describe
the kinds of businesses that would use these
services.
2. Explain how each of these services is affected by
inaccurate consumer data.

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6.5

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience in analyzing data
quality problems, establishing company-wide data standards, creating a
database for inventory management, and using the Web to search online
databases for overseas business resources.

Management Decision Problems
1. Emerson Process Management, a global supplier of measurement, analytical,
and monitoring instruments and services based in Austin, Texas, had a new
data warehouse designed for analyzing customer activity to improve service
and marketing that was full of inaccurate and redundant data. The data in the
warehouse came from numerous transaction processing systems in Europe,
Asia, and other locations around the world. The team that designed the
warehouse had assumed that sales groups in all these areas would enter
customer names and addresses the same way, regardless of their location.
In fact, cultural differences combined with complications from absorbing
companies that Emerson had acquired led to multiple ways of entering
quotes, billing, shipping, and other data. Assess the potential business impact
of these data quality problems. What decisions have to be made and steps
taken to reach a solution?
2. Your industrial supply company wants to create a data warehouse where
management can obtain a single corporate-wide view of critical sales
information to identify best-selling products in specific geographic areas, key
customers, and sales trends. Your sales and product information are stored in
several different systems: a divisional sales system running on a Unix server
and a corporate sales system running on an IBM mainframe. You would like to
create a single standard format that consolidates these data from both systems.
The following format has been proposed.
PRODUCT _ID

PRODUCT_ DESCRIPTION

COST_PER_ UNIT

UNITS_ SOLD

SALES_REGION

DIVISION

CUSTOMER_ID

The following are sample files from the two systems that would supply the
data for the data warehouse:

CORPORATE SALES SYSTEM
PRODUCT_ID

PRODUCT_ DESCRIPTION

UNIT_COST

UNITS_SOLD

SALES_TERRITORY

DIVISION

60231

Bearing, 4

5.28

900,245

Northeast

Parts

85773

SS assembly unit

12.45

992,111

Midwest

Parts

MECHANICAL PARTS DIVISION SALES SYSTEM
PROD_NO

PRODUCT_ DESCRIPTION

60231

4 Steel bearing

85773

SS assembly unit

COST_PER_UNIT

UNITS_SOLD

SALES_REGION

CUSTOMER_ID

5.28

900,245

N.E.

Anderson

12.45

992,111

M.W.

Kelly Industries

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

What business problems are created by not having these data in a single
standard format?
How easy would it be to create a database with a single standard format that
could store the data from both systems? Identify the problems that would have
to be addressed.
Should the problems be solved by database specialists or general business
managers? Explain.
Who should have the authority to finalize a single company-wide format for this
information in the data warehouse?

Achieving Operational Excellence: Building a
Relational Database for Inventor y Management
Software skills: Database design, querying, and reporting
Business skills: Inventory management
Businesses today depend on databases to provide reliable information about
items in inventory, items that need restocking, and inventory costs. In this
exercise, youll use database software to design a database for managing inventory for a small business.
Sylvesters Bike Shop, located in San Francisco, California, sells road, mountain, hybrid, leisure, and childrens bicycles. Currently, Sylvesters purchases
bikes from three suppliers but plans to add new suppliers in the near
future. This rapidly growing business needs a database system to manage this
information.
Initially, the database should house information about suppliers and
products. The database will contain two tables: a supplier table and a product
table. The reorder level refers to the number of items in inventory that
triggers a decision to order more items to prevent a stockout. (In other words,
if the number of units of a particular item in inventory falls below the reorder
level, the item should be reordered.) The user should be able to perform
several queries and produce several managerial reports based on the data
contained in the two tables.
Using the information found in the tables in MyMISLab, build a simple relational database for Sylvesters. Once you have built the database, perform the
following activities:
Prepare a report that identifies the five most expensive bicycles. The report
should list the bicycles in descending order from most expensive to least
expensive, the quantity on hand for each, and the markup percentage for
each.
Prepare a report that lists each supplier, its products, the quantities on hand,
and associated reorder levels. The report should be sorted alphabetically
by supplier. Within each supplier category, the products should be sorted
alphabetically.
Prepare a report listing only the bicycles that are low in stock and need to be
reordered. The report should provide supplier information for the items
identified.
Write a brief description of how the database could be enhanced to further
improve management of the business. What tables or fields should be added?
What additional reports would be useful?

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Improving Decision Making: Searching Online
Databases for Overseas Business Resources
Software skills: Online databases
Business skills: Researching services for overseas operations
Internet users have access to many thousands of Web-enabled databases with
information on services and products in faraway locations. This project
develops skills in searching these online databases.
Your company is located in Greensboro, North Carolina, and manufactures
office furniture of various types. You have recently acquired several new
customers in Australia, and a study you commissioned indicates that, with a
presence there, you could greatly increase your sales. Moreover, your study
indicates that you could do even better if you actually manufactured many of
your products locally (in Australia). First, you need to set up an office in
Melbourne to establish a presence, and then you need to begin importing from
the United States. You then can plan to start producing locally.
You will soon be traveling to the area to make plans to actually set up an
office, and you want to meet with organizations that can help you with your
operation. You will need to engage people or organizations that offer many
services necessary for you to open your office, including lawyers, accountants,
import-export experts, telecommunications equipment and support, and even
trainers who can help you to prepare your future employees to work for you.
Start by searching for U.S. Department of Commerce advice on doing business
in Australia. Then try the following online databases to locate companies that
you would like to meet with during your coming trip: Australian Business
Register (abr.business.gov.au/), Australia Trade Now (australiatradenow.com/),
and the Nationwide Business Directory of Australia (www.nationwide.com.au).
If necessary, you could also try search engines such as Yahoo and Google. Then
perform the following activities:
List the companies you would contact to interview on your trip to determine
whether they can help you with these and any other functions you think
vital to establishing your office.
Rate the databases you used for accuracy of name, completeness, ease of use,
and general helpfulness.
What does this exercise tell you about the design of databases?

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

Review Summary
1. What are the problems of managing data resources in a traditional file environment and how are
they solved by a database management system?
Traditional file management techniques make it difficult for organizations to keep track of all of
the pieces of data they use in a systematic way and to organize these data so that they can be easily
accessed. Different functional areas and groups were allowed to develop their own files independently. Over time, this traditional file management environment creates problems such as data
redundancy and inconsistency, program-data dependence, inflexibility, poor security, and lack of
data sharing and availability. A database management system (DBMS) solves these problems with
software that permits centralization of data and data management so that businesses have a single
consistent source for all their data needs. Using a DBMS minimizes redundant and inconsistent
files.
2. What are the major capabilities of DBMS and why is a relational DBMS so powerful?
The principal capabilities of a DBMS includes a data definition capability, a data dictionary
capability, and a data manipulation language. The data definition capability specifies the structure and
content of the database. The data dictionary is an automated or manual file that stores information
about the data in the database, including names, definitions, formats, and descriptions of data elements. The data manipulation language, such as SQL, is a specialized language for accessing and
manipulating the data in the database.
The relational database is the primary method for organizing and maintaining data today in
information systems because it is so flexible and accessible. It organizes data in two-dimensional tables
called relations with rows and columns. Each table contains data about an entity and its attributes. Each
row represents a record and each column represents an attribute or field. Each table also contains a key
field to uniquely identify each record for retrieval or manipulation. Relational database tables can be
combined easily to deliver data required by users, provided that any two tables share a common data
element.
3. What are some important database design principles?
Designing a database requires both a logical design and a physical design. The logical design
models the database from a business perspective. The organizations data model should reflect its key
business processes and decision-making requirements. The process of creating small, stable, flexible,
and adaptive data structures from complex groups of data when designing a relational database is
termed normalization. A well-designed relational database will not have many-to-many relationships, and all attributes for a specific entity will only apply to that entity. It will try to enforce
referential integrity rules to ensure that relationships between coupled tables remain consistent. An
entity-relationship diagram graphically depicts the relationship between entities (tables) in a
relational database.
4. What are the principal tools and technologies for accessing information from databases to
improve business performance and decision making?
Powerful tools are available to analyze and access the information in databases. A data warehouse
consolidates current and historical data from many different operational systems in a central database
designed for reporting and analysis. Data warehouses support multidimensional data analysis, also
known as online analytical processing (OLAP). OLAP represents relationships among data as a
multidimensional structure, which can be visualized as cubes of data and cubes within cubes of data,
enabling more sophisticated data analysis. Data mining analyzes large pools of data, including the
contents of data warehouses, to find patterns and rules that can be used to predict future behavior and
guide decision making. Text mining tools help businesses analyze large unstructured data sets consisting of text. Web mining tools focus on analysis of useful patterns and information from the World Wide
Web, examining the structure of Web sites and activities of Web site users as well as the contents of Web
pages. Conventional databases can be linked via middleware to the Web or a Web interface to facilitate
user access to an organizations internal data.

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5. Why are information policy, data administration, and data quality assurance essential for managing
the firms data resources?
Developing a database environment requires policies and procedures for managing organizational data as
well as a good data model and database technology. A formal information policy governs the maintenance,
distribution, and use of information in the organization. In large corporations, a formal data administration
function is responsible for information policy, as well as for data planning, data dictionary development, and
monitoring data usage in the firm.
Data that are inaccurate, incomplete, or inconsistent create serious operational and financial problems for
businesses because they may create inaccuracies in product pricing, customer accounts, and inventory data,
and lead to inaccurate decisions about the actions that should be taken by the firm. Firms must take special
steps to make sure they have a high level of data quality. These include using enterprise-wide data standards,
databases designed to minimize inconsistent and redundant data, data quality audits, and data cleansing
software.

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

239

Review Questions
1. What are the problems of managing data resources
in a traditional file environment and how are they
solved by a database management system?
List and describe each of the components in
the data hierarchy.
Define and explain the significance of
entities, attributes, and key fields.
List and describe the problems of the
traditional file environment.
Define a database and a database management system and describe how it solves the
problems of a traditional file environment.
2. What are the major capabilities of DBMS and why
is a relational DBMS so powerful?
Name and briefly describe the capabilities of
a DBMS.
Define a relational DBMS and explain how it
organizes data.
List and describe the three operations of a
relational DBMS.
3. What are some important database design principles?
Define and describe normalization and referential integrity and explain how they contribute
to a well-designed relational database.

Define and describe an entity-relationship diagram and explain its role in database design.

Discussion Questions
1. It has been said that you do not need database
management software to create a database
environment. Discuss.
2. To what extent should end users be involved in
the selection of a database management system
and database design?
3. What are the consequences of an organization not
having an information policy?

4. What are the principal tools and technologies for
accessing information from databases to
improve business performance and decision
making?

Define a data warehouse, explaining how it
works and how it benefits organizations.

Define business intelligence and explain how
it is related to database technology.

Describe the capabilities of online analytical
processing (OLAP).

Define data mining, describing how it differs
from OLAP and the types of information it
provides.

Describe the roles of information policy and
data administration in information management.

Explain why data quality audits and data
cleansing are essential.

Video Cases
Video Cases and Instructional Videos illustrating
some of the concepts in this chapter are available.
Contact your instructor to access these videos.

Collaboration and Teamwork: Identifying Entities and Attributes in an
Online Database
With your team of three or four students, select an
online database to explore, such as AOL Music,
iGo.com, or the Internet Movie Database (IMDb).
Explore one of these Web sites to see what information it provides. Then list the entities and attributes
that the company running the Web site must keep
track of in its databases. Diagram the relationship

between the entities you have identified. If possible,
use Google Sites to post links to Web pages,
team communication announcements, and work
assignments; to brainstorm; and to work collaboratively on project documents. Try to use Google Docs
to develop a presentation of your findings for the
class.

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T he Terror Watch List Databases Troubles Continue
CASE STUDY

I

n the aftermath of the 9-11 attacks, the FBIs
Terrorist Screening Center, or TSC, was
established to consolidate information about
suspected terrorists from multiple government
agencies into a single list to enhance inter-agency
communication. A database of suspected terrorists
known as the terrorist watch list was created.
Multiple U.S. government agencies had been
maintaining separate lists and these agencies lacked
a consistent process to share relevant information.
Records in the TSC database contain sensitive but
unclassified information on terrorist identities, such
as name and date of birth, that can be shared with
other screening agencies. Classified information
about the people in the watch list is maintained in
other law enforcement and intelligence agency databases. Records for the watchlist database are provided by two sources: The National Counterterrorism
Center (NCTC) managed by the Office of the
Director of National Intelligence provides identifying
information on individuals with ties to international
terrorism. The FBI provides identifying information
on individuals with ties to purely domestic terrorism.
These agencies collect and maintain terrorist
information and nominate individuals for inclusion
in the TSCs consolidated watch list. They are
required to follow strict procedures established by
the head of the agency concerned and approved by
the U.S. Attorney General. TSC staff must review
each record submitted before it is added to the
database. An individual will remain on the watch list
until the respective department or agency that
nominated that person to the list determines that the
person should be removed from the list and deleted
from the database
The TSC watch list database is updated daily with
new nominations, modifications to existing records,
and deletions. Since its creation, the list has
ballooned to 400,000 people, recorded as 1.1 million
names and aliases, and is continuing to grow at a rate
of 200,000 records each year. Information on the list
is distributed to a wide range of government agency
systems for use in efforts to deter or detect the
movements of known or suspected terrorists.
Recipient agencies include the FBI, CIA, National
Security Agency (NSA), Transportation Security
Administration (TSA), Department of Homeland
Security, State Department, Customs and Border

Protection, Secret Service, U.S. Marshals Service, and
the White House. Airlines use data supplied by the
TSA system in their NoFly and Selectee lists for
prescreening passengers, while the U.S. Customs and
Border Protection system uses the watchlist data to
help screen travelers entering the United States. The
State Department system screens applicants for visas
to enter the United States and U.S. residents applying
for passports, while state and local law enforcement
agencies use the FBI system to help with arrests,
detentions, and other criminal justice activities. Each
of these agencies receives the subset of data in the
watch list that pertains to its specific mission.
When an individual makes an airline reservation,
arrives at a U.S. port of entry, applies for a U.S. visa,
or is stopped by state or local police within the
United States, the frontline screening agency or
airline conducts a name-based search of the individual against the records from the terrorist watch list
database. When the computerized name-matching
system generates a hit (a potential name match)
against a watch list record, the airline or agency will
review each potential match. Matches that are
clearly positive or exact matches that are inconclusive (uncertain or difficult to verify) are referred to
the applicable screening agencys intelligence or
operations center and to the TSC for closer examination. In turn, TSC checks its databases and other
sources, including classified databases maintained by
the NCTC and FBI to confirm whether the individual
is a positive, negative, or inconclusive match to the
watch list record. TSC creates a daily report summarizing all positive matches to the watch list and
distributes them to numerous federal agencies.
The process of consolidating information from
disparate agencies has been a slow and painstaking
one, requiring the integration of at least 12 different
databases. Two years after the process of integration
took place, 10 of the 12 databases had been
processed. The remaining two databases (the U.S.
Immigration and Customs Enforcements Automatic
Biometric Identification System and the FBIs
Integrated Automated Fingerprint Identification
System) are both fingerprint databases. There is still
more work to be done to optimize the lists usefulness.
Reports from both the Government Accountability
Office and the Office of the Inspector General assert

Chapter 6 Foundations of Business Intelligence: Databases and Information Management

that the list contains inaccuracies and that government departmental policies for nomination and
removal from the lists are not uniform. There has also
been public outcry resulting from the size of the list
and well-publicized incidents of obvious non-terrorists
finding that they are included on the list.
Information about the process for inclusion on the
list must necessarily be carefully protected if the list
is to be effective against terrorists. The specific
criteria for inclusion are not public knowledge. We
do know, however, that government agencies populate their watch lists by performing wide sweeps of
information gathered on travelers, using many
misspellings and alternate variations of the names of
suspected terrorists. This often leads to the inclusion
of people who do not belong on watch lists, known as
false positives. It also results in some people being
listed multiple times under different spellings of
their names.
While these selection criteria may be effective for
tracking as many potential terrorists as possible, they
also lead to many more erroneous entries on the list
than if the process required more finely tuned information to add new entries. Notable examples of false
positives include Michael Hicks, an 8-year-old New
Jersey Cub Scout who is continually stopped at the
airport for additional screening and the late senator
Ted Kennedy, who had been repeatedly delayed in
the past because his name resembles an alias once
used by a suspected terrorist. Like Kennedy, Hicks
may have been added because his name is the same
or similar to a different suspected terrorist.
These incidents call attention to the quality and
accuracy of the data in the TSC consolidated
terrorist watch list. In June 2005, a report by the
Department of Justices Office of the Inspector
General found inconsistent record counts, duplicate
records, and records that lacked data fields or had
unclear sources for their data. Although TSC
subsequently enhanced its efforts to identify and
correct incomplete or inaccurate watch list records,
the Inspector General noted in September 2007 that
TSC management of the watch list still showed some
weaknesses.
Given the option between a list that tracks every
potential terrorist at the cost of unnecessarily tracking some innocents, and a list that fails to track
many terrorists in an effort to avoid tracking innocents, many would choose the list that tracked every
terrorist despite the drawbacks. But to make matters
worse for those already inconvenienced by wrongful
inclusion on the list, there is currently no simple and

241

quick redress process for innocents that hope to
remove themselves from it.
The number of requests for removal from the
watch list continues to mount, with over 24,000
requests recorded (about 2,000 each month) and only
54 percent of them resolved. The average time to
process a request in 2008 was 40 days, which was not
(and still is not) fast enough to keep pace with the
number of requests for removal coming in. As a
result, law-abiding travelers that inexplicably find
themselves on the watch list are left with no easy
way to remove themselves from it.
In February 2007, the Department of Homeland
Security instituted its Traveler Redress Inquiry
Program (TRIP) to help people that have been
erroneously added to terrorist watch lists remove
themselves and avoid extra screening and questioning. John Andersons mother claimed that despite
her best efforts, she was unable to remove her son
from the watch lists. Senator Kennedy reportedly
was only able to remove himself from the list by
personally bringing up the matter to Tom Ridge, then
the Director of the Department of Homeland
Security.
Security officials say that mistakes such as the one
that led to Anderson and Kennedys inclusion on
no-fly and consolidated watch lists occur due to the
matching of imperfect data in airline reservation
systems with imperfect data on the watch lists. Many
airlines dont include gender, middle name, or date
of birth in their reservations records, which increases
the likelihood of false matches.
One way to improve screening and help reduce
the number of people erroneously marked for
additional investigation would be to use a more
sophisticated system involving more personal data
about individuals on the list. The TSA is developing
just such a system, called Secure Flight, but it has
been continually delayed due to privacy concerns
regarding the sensitivity and safety of the data it
would collect. Other similar surveillance programs
and watch lists, such as the NSAs attempts to gather
information about suspected terrorists, have drawn
criticism for potential privacy violations.
Additionally, the watch list has drawn criticism
because of its potential to promote racial profiling
and discrimination. Some allege that they were
included by virtue of their race and ethnic descent,
such as David Fathi, an attorney for the ACLU of
Iranian descent, and Asif Iqbal, a U.S. citizen of
Pakistani decent with the same name as a
Guantanamo detainee. Outspoken critics of U.S.
foreign policy, such as some elected officials and

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university professors, have also found themselves on
the list.
A report released in May 2009 by Department of
Justice Inspector General Glenn A. Fine found that
the FBI had incorrectly kept nearly 24,000 people on
its own watch list that supplies data to the terrorist
watch list on the basis of outdated or irrelevant information. Examining nearly 69,000 referrals to the FBI
list, the report found that 35 percent of those people
remained on the list despite inadequate justification.
Even more worrisome, the list did not contain the
names of people who should have been listed
because of their terrorist ties.
FBI officials claim that the bureau has made
improvements, including better training, faster
processing of referrals, and requiring field office
supervisors to review watch-list nominations for
accuracy and completeness. But this watch list and
the others remain imperfect tools. In early 2008, it
was revealed that 20 known terrorists were not correctly listed on the consolidated watch list. (Whether
these individuals were able to enter the U.S. as a
result is unclear.)
Umar Farouk Abdulmutallab, the Nigerian who
unsuccessfully tried to detonate plastic explosives on
the Northwest Airlines flight from Amsterdam to

Detroit on Christmas Day 2009, had not made it onto
the no-fly list. Although Abdulmutallabs father had
reported concern over his sons radicalization to the
U.S. State Department, the Department did not
revoke Adbulmutallabs visa because his name was
misspelled in the visa database, so he was allowed to
enter the United States. Faisal Shahzad, the Times
Square car bomber, was apprehended on May 3,
2010, only moments before his Emirates airline flight
to Dubai and Pakistan was about to take off. The
airline had failed to check a last-minute update to the
no-fly list that had added Shahzads name.
Sources: Scott Shane, Lapses Allowed Suspect to Board Plane,
The New York Times, May 4, 2010; Mike McIntire, Ensnared by
Error on Growing U.S. Watch List, The New York Times, April 6,
2010; Eric Lipton, Eric Schmitt, and Mark Mazzetti, Review of Jet
Bomb Plot Shows More Missed Clues, The New York Times,
January 18, 2010; Lizette Alvarez, Meet Mikey, 8: U.S. Has Him
on Watch List, The New York Times, January 14, 2010; Eric
Lichtblau, Justice Dept. Finds Flaws in F.B.I. Terror List, The New
York Times, May 7, 2009; Bob Egelko, Watch-list Name Confusion
Causes Hardship, San Francisco Chronicle, March 20, 2008;
Reports Cite Lack of Uniform Policy for Terrorist Watch List, The
Washington Post, March 18, 2008; Siobhan Gorman, NSAs
Domestic Spying Grows as Agency Sweeps Up Data, The Wall
Street Journal, March 10, 2008; Ellen Nakashima, and Scott
McCartney, When Your Name is Mud at the Airport, The Wall
Street Journal, January 29, 2008.

CASE STUDY QUESTIONS
1. What concepts in this chapter are illustrated in
this case?
2. Why was the consolidated terror watch list
created? What are the benefits of the list?
3. Describe some of the weaknesses of the watch
list. What management, organization, and
technology factors are responsible for these
weaknesses?

4. How effective is the system of watch lists
described in this case study? Explain your answer.
5. If you were responsible for the management of
the TSC watch list database, what steps would you
take to correct some of these weaknesses?
6. Do you believe that the terror watch list
represents a significant threat to individuals
privacy or Constitutional rights? Why or why not?

1. What are the principal components
of telecommunications networks and
key networking technologies?
2. What are the main telecommunications transmission media and types
of networks?
3. How do the Internet and Internet
technology work and how do they
support communication and
e-business?

Interactive Sessions:
The Battle Over Net Neutrality
Monitoring Employees on
Networks: Unethical or
Good Business?

hats it like to be the worlds largest shipbuilder? Ask Hyundai Heavy Industries
(HHI), headquartered in Ulsan, South Korea, which produces 10 percent of the
worlds ships. HHI produces tankers, bulk carriers, containerships, gas and
chemical carriers, ship engines, offshore oil and gas drilling platforms, and undersea pipelines.
Coordinating and optimizing the production of so many different products, is obviously a
daunting task. The company has already invested nearly $50 million in factory planning
software to help manage this effort. But HHIs factory encompasses 11 square kilometers
(4.2 square miles) stretching over land and sea, including nine drydocks, the largest of
which spans more than seven football fields to support construction of four vessels simultaneously. Over 12,000 workers build up to 30 ships at one time, using millions of parts
ranging in size from small rivets to five-story buildings.
This production environment proved too large and complex to easily track the movement of
parts and inventory in real time as these events were taking place. Without up-to-the-minute
data, the efficiencies from enterprise resource planning software are very limited. To make
matters worse, the recent economic downturn hit HHI especially hard, as world trading and
shipping plummeted. Orders for new ships in 2009 plunged to 7.9 million compensated gross
tons (CGT, a measurement of vessel size), down from 150 million CGT the previous year. In
this economic environment, Hyundai Heavy was looking for new ways to reduce expenses
and streamline production.
HHIs solution was a high-speed wireless network across the entire shipyard, which was
built by KT Corp., South Koreas largest telecommunications firm. It is able to transmit data at
a rate of 4 megabits per second, about four times faster than the typical cable modem delivering high-speed Internet service to U.S. households. The company uses radio sensors to track
the movement of parts as they move from fabrication shop to the side of a drydock and then
onto a ship under construction. Workers on the ship use notebook computers or handheld
mobile phones to access plans and engage in two-way video conversations with ship designers
in the office, more than a mile away.
In the past, workers who were inside a vessel below ground or below sea level had to climb
topside to use a phone or walkie-talkie when they had to talk to someone about a problem. The
new wireless network is connected to the electric lines in the ship, which convey digital data
to Wi-Fi wireless transmitters
placed around the hull during
construction. Workers Internet
phones, webcams, and PCs are
linked to the Wi-Fi system, so
workers can use Skype VoIP to
call their colleagues on the surface. Designers in an office
building a mile from the construction site use the webcams
to investigate problems.
On the shipyard roads, 30 transporter trucks fitted to receivers
connected to the wireless network update their location
every 20 seconds to a control
room. This helps dispatchers
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match the location of transporters with orders for parts, shortening the trips
each truck makes. All of the days movements are finished by 6 P.M. instead of
8 P.M. By making operations more efficient and reducing labor costs, the wireless technology is expected to save Hyundai Heavy $40 million annually.
Sources: Evan Ramstad, High-Speed Wireless Transforms a Shipyard, The Wall Street
Journal, March 15, 2010 and Hyundai Heavy Plans Wireless Shipyard, The Korea Herald,
March 30, 2010.

H

yundai Heavy Industriess experience illustrates some of the powerful
capabilities and opportunities provided by contemporary networking
technology. The company used wireless networking technology to connect
designers, laborers, ships under construction, and transportation vehicles to
accelerate communication and coordination, and cut down on the time, distance, or number of steps required to perform a task.
The chapter-opening diagram calls attention to important points raised by
this case and this chapter. Hyundai Heavy Industries produces ships and other
products that are very labor-intensive and sensitive to changes in global
economic conditions. Its production environment is large, complex, and
extremely difficult to coordinate and manage. The company needs to keep
operating costs as low as possible. HHIs shipyard extends over a vast area, and
it was extremely difficult to monitor and coordinate different projects and work
teams.
Management decided that wireless technology provided a solution and
arranged for the deployment of a wireless network throughout the entire
shipyard. The network also links the yard to designers in HHIs office a mile
away. The network made it much easier to track parts and production activities
and to optimize the movements of transporter trucks. HHI had to redesign its
production and other work processes to take advantage of the new technology.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

7.1

TELECOMMUNICATIONS AND NETWORKING IN
TODAYS BUSINESS WORLD

I

f you run or work in a business, you cant do without networks. You
need to communicate rapidly with your customers, suppliers, and
employees. Until about 1990, businesses used the postal system or
telephone system with voice or fax for communication. Today, however,
you and your employees use computers and e-mail, the Internet, cell
phones, and mobile computers connected to wireless networks for this
purpose. Networking and the Internet are now nearly synonymous with
doing business.

NETWORKING AND COMMUNICATION TRENDS
Firms in the past used two fundamentally different types of networks:
telephone networks and computer networks. Telephone networks historically
handled voice communication, and computer networks handled data traffic.
Telephone networks were built by telephone companies throughout the twentieth century using voice transmission technologies (hardware and software),
and these companies almost always operated as regulated monopolies throughout the world. Computer networks were originally built by computer
companies seeking to transmit data between computers in different locations.
Thanks to continuing telecommunications deregulation and information
technology innovation, telephone and computer networks are converging into
a single digital network using shared Internet-based standards and equipment.
Telecommunications providers today, such as AT&amp;T and Verizon, offer data
transmission, Internet access, cellular telephone service, and television
programming as well as voice service. (See the Chapter 3 opening case.) Cable
companies, such as Cablevision and Comcast, now offer voice service and
Internet access. Computer networks have expanded to include Internet
telephone and limited video services. Increasingly, all of these voice, video, and
data communications are based on Internet technology.
Both voice and data communication networks have also become more powerful (faster), more portable (smaller and mobile), and less expensive. For instance,
the typical Internet connection speed in 2000 was 56 kilobits per second, but
today more than 60 percent of U.S. Internet users have high-speed broadband
connections provided by telephone and cable TV companies running at 1 to 15
million bits per second. The cost for this service has fallen exponentially, from 25
cents per kilobit in 2000 to a tiny fraction of a cent today.
Increasingly, voice and data communication, as well as Internet access, are
taking place over broadband wireless platforms, such as cell phones, mobile
handheld devices, and PCs in wireless networks. In a few years, more than half
the Internet users in the United States will use smartphones and mobile
netbooks to access the Internet. In 2010, 84 million Americans accessed the
Internet through mobile devices, and this number is expected to double by 2014
(eMarketer, 2010).

WHAT IS A COMPUTER NETWORK?
If you had to connect the computers for two or more employees together in the
same office, you would need a computer network. Exactly what is a network?
In its simplest form, a network consists of two or more connected computers.

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Figure 7-1 illustrates the major hardware, software, and transmission components used in a simple network: a client computer and a dedicated server
computer, network interfaces, a connection medium, network operating
system software, and either a hub or a switch.
Each computer on the network contains a network interface device called a
network interface card (NIC). Most personal computers today have this card
built into the motherboard. The connection medium for linking network
components can be a telephone wire, coaxial cable, or radio signal in the case of
cell phone and wireless local area networks (Wi-Fi networks).
The network operating system (NOS) routes and manages communications on the network and coordinates network resources. It can reside on every
computer in the network, or it can reside primarily on a dedicated server
computer for all the applications on the network. A server computer is a
computer on a network that performs important network functions for client
computers, such as serving up Web pages, storing data, and storing the network
operating system (and hence controlling the network). Server software such as
Microsoft Windows Server, Linux, and Novell Open Enterprise Server are the
most widely used network operating systems.
Most networks also contain a switch or a hub acting as a connection point
between the computers. Hubs are very simple devices that connect network
components, sending a packet of data to all other connected devices. A switch
has more intelligence than a hub and can filter and forward data to a specified
destination on the network.
What if you want to communicate with another network, such as the
Internet? You would need a router. A router is a communications processor
used to route packets of data through different networks, ensuring that the data
sent gets to the correct address.

FIGURE 7-1

COMPONENTS OF A SIMPLE COMPUTER NETWORK

Illustrated here is a very simple computer network, consisting of computers, a network operating system residing on a dedicated server
computer, cable (wiring) connecting the devices, network interface cards (NICs), switches, and a router.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

Networks in Large Companies
The network weve just described might be suitable for a small business. But what
about large companies with many different locations and thousands of employees? As a firm grows, and collects hundreds of small local area networks, these
networks can be tied together into a corporate-wide networking infrastructure.
The network infrastructure for a large corporation consists of a large number of
these small local area networks linked to other local area networks and to
firmwide corporate networks. A number of powerful servers support a corporate
Web site, a corporate intranet, and perhaps an extranet. Some of these servers
link to other large computers supporting back-end systems.
Figure 7-2 provides an illustration of these more complex, larger scale corporate-wide networks. Here you can see that the corporate network infrastructure
supports a mobile sales force using cell phones and smartphones, mobile
employees linking to the company Web site, internal company networks using
mobile wireless local area networks (Wi-Fi networks), and a videoconferencing
system to support managers across the world. In addition to these computer
networks, the firms infrastructure usually includes a separate telephone
network that handles most voice data. Many firms are dispensing with their
traditional telephone networks and using Internet telephones that run on their
existing data networks (described later).
As you can see from this figure, a large corporate network infrastructure uses
a wide variety of technologieseverything from ordinary telephone service and
corporate data networks to Internet service, wireless Internet, and cell phones.

FIGURE 7-2

CORPORATE NETWORK INFRASTRUCTURE

Todays corporate network infrastructure is a collection of many different networks from the public
switched telephone network, to the Internet, to corporate local area networks linking workgroups,
departments, or office floors.

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One of the major problems facing corporations today is how to integrate all the
different communication networks and channels into a coherent system that
enables information to flow from one part of the corporation to another, and from
one system to another. As more and more communication networks become digital, and based on Internet technologies, it will become easier to integrate them.

KEY DIGITAL NETWORKING TECHNOLOGIES
Contemporary digital networks and the Internet are based on three key
technologies: client/server computing, the use of packet switching, and the
development of widely used communications standards (the most important of
which is Transmission Control Protocol/Internet Protocol, or TCP/IP) for
linking disparate networks and computers.

Client/Server Computing
We introduced client/server computing in Chapter 5. Client/server computing
is a distributed computing model in which some of the processing power is
located within small, inexpensive client computers, and resides literally on
desktops, laptops, or in handheld devices. These powerful clients are linked to
one another through a network that is controlled by a network server computer.
The server sets the rules of communication for the network and provides every
client with an address so others can find it on the network.
Client/server computing has largely replaced centralized mainframe
computing in which nearly all of the processing takes place on a central large
mainframe computer. Client/server computing has extended computing to
departments, workgroups, factory floors, and other parts of the business that
could not be served by a centralized architecture. The Internet is the largest
implementation of client/server computing.

Pa c k e t S w i t c h i n g
Packet switching is a method of slicing digital messages into parcels called
packets, sending the packets along different communication paths as they
become available, and then reassembling the packets once they arrive at their
destinations (see Figure 7-3). Prior to the development of packet switching,
computer networks used leased, dedicated telephone circuits to communicate
with other computers in remote locations. In circuit-switched networks, such as
the telephone system, a complete point-to-point circuit is assembled, and then
communication can proceed. These dedicated circuit-switching techniques
were expensive and wasted available communications capacitythe circuit was
maintained regardless of whether any data were being sent.
Packet switching makes much more efficient use of the communications
capacity of a network. In packet-switched networks, messages are first broken
down into small fixed bundles of data called packets. The packets include
information for directing the packet to the right address and for checking transmission errors along with the data. The packets are transmitted over various
communications channels using routers, each packet traveling independently.
Packets of data originating at one source will be routed through many different
paths and networks before being reassembled into the original message when
they reach their destinations.

TCP/IP and Connectivity
In a typical telecommunications network, diverse hardware and software
components need to work together to transmit information. Different com-

Data are grouped into small packets, which are transmitted independently over various communications channels and reassembled at their final destination.

ponents in a network communicate with each other only by adhering to a
common set of rules called protocols. A protocol is a set of rules and procedures governing transmission of information between two points in a
network.
In the past, many diverse proprietary and incompatible protocols often forced
business firms to purchase computing and communications equipment from a
single vendor. But today, corporate networks are increasingly using a single,
common, worldwide standard called Transmission Control Protocol/
Internet Protocol (TCP/IP). TCP/IP was developed during the early 1970s to
support U.S. Department of Defense Advanced Research Projects Agency
(DARPA) efforts to help scientists transmit data among different types of
computers over long distances.
TCP/IP uses a suite of protocols, the main ones being TCP and IP. TCP refers
to the Transmission Control Protocol (TCP), which handles the movement of
data between computers. TCP establishes a connection between the computers,
sequences the transfer of packets, and acknowledges the packets sent. IP refers
to the Internet Protocol (IP), which is responsible for the delivery of packets and
includes the disassembling and reassembling of packets during transmission.
Figure 7-4 illustrates the four-layered Department of Defense reference model
for TCP/IP.
1. Application layer. The Application layer enables client application programs to
access the other layers and defines the protocols that applications use to
exchange data. One of these application protocols is the Hypertext Transfer
Protocol (HTTP), which is used to transfer Web page files.
2. Transport layer. The Transport layer is responsible for providing the Application
layer with communication and packet services. This layer includes TCP and
other protocols.
3. Internet layer. The Internet layer is responsible for addressing, routing, and
packaging data packets called IP datagrams. The Internet Protocol is one of the
protocols used in this layer.

This figure illustrates the four layers of the TCP/IP reference model for communications

4. Network Interface layer. At the bottom of the reference model, the Network
Interface layer is responsible for placing packets on and receiving them from the
network medium, which could be any networking technology.

Two computers using TCP/IP are able to communicate even if they are based
on different hardware and software platforms. Data sent from one computer to
the other passes downward through all four layers, starting with the sending
computers Application layer and passing through the Network Interface layer.
After the data reach the recipient host computer, they travel up the layers and
are reassembled into a format the receiving computer can use. If the receiving
computer finds a damaged packet, it asks the sending computer to retransmit it.
This process is reversed when the receiving computer responds.

7.2

COMMUNICATIONS NETWORKS

Lets look more closely at alternative networking technologies available to
businesses.

SIGNALS: DIGITAL VS. ANALOG
There are two ways to communicate a message in a network: either using an
analog signal or a digital signal. An analog signal is represented by a continuous
waveform that passes through a communications medium and has been used
for voice communication. The most common analog devices are the telephone
handset, the speaker on your computer, or your iPod earphone, all of which
create analog wave forms that your ear can hear.
A digital signal is a discrete, binary waveform, rather than a continuous
waveform. Digital signals communicate information as strings of two discrete
states: one bit and zero bits, which are represented as on-off electrical pulses.
Computers use digital signals and require a modem to convert these digital signals
into analog signals that can be sent over (or received from) telephone lines, cable
lines, or wireless media that use analog signals (see Figure 7-5). Modem stands for

A modem is a device that translates digital signals into analog form (and vice versa) so that computers
can transmit data over analog networks such as telephone and cable networks.

modulator-demodulator. Cable modems connect your computer to the Internet
using a cable network. DSL modems connect your computer to the Internet using
a telephone companys land line network. Wireless modems perform the same
function as traditional modems, connecting your computer to a wireless network
that could be a cell phone network, or a Wi-Fi network. Without modems,
computers could not communicate with one another using analog networks
(which include the telephone system and cable networks).

TYPES OF NETWORKS
There are many different kinds of networks and ways of classifying them. One
way of looking at networks is in terms of their geographic scope (see Table 7-1).

Local Area Networks
If you work in a business that uses networking, you are probably connecting to
other employees and groups via a local area network. A local area network
(LAN) is designed to connect personal computers and other digital devices
within a half-mile or 500-meter radius. LANs typically connect a few computers
in a small office, all the computers in one building, or all the computers in
several buildings in close proximity. LANs also are used to link to long-distance
wide area networks (WANs, described later in this section) and other networks
around the world using the Internet.
Review Figure 7-1, which could serve as a model for a small LAN that might
be used in an office. One computer is a dedicated network file server, providing
users with access to shared computing resources in the network, including
software programs and data files.
The server determines who gets access to what and in which sequence. The
router connects the LAN to other networks, which could be the Internet or
another corporate network, so that the LAN can exchange information with
networks external to it. The most common LAN operating systems are
Windows, Linux, and Novell. Each of these network operating systems supports
TCP/IP as their default networking protocol.
TABLE 7-1 TYPES OF NETWORKS
TYPE

AREA

Local area network (LAN)

Up to 500 meters (half a mile); an office or floor of a building

Campus area network (CAN)

Up to 1,000 meters (a mile); a college campus or corporate facility

Metropolitan area network (MAN)

A city or metropolitan area

Wide area network (WAN)

A transcontinental or global area

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Ethernet is the dominant LAN standard at the physical network level,
specifying the physical medium to carry signals between computers, access
control rules, and a standardized set of bits used to carry data over the system.
Originally, Ethernet supported a data transfer rate of 10 megabits per second
(Mbps). Newer versions, such as Fast Ethernet and Gigabit Ethernet, support
data transfer rates of 100 Mbps and 1 gigabits per second (Gbps), respectively,
and are used in network backbones.
The LAN illustrated in Figure 7-1 uses a client/server architecture where the
network operating system resides primarily on a single file server, and the
server provides much of the control and resources for the network.
Alternatively, LANs may use a peer-to-peer architecture. A peer-to-peer
network treats all processors equally and is used primarily in small networks
with 10 or fewer users. The various computers on the network can exchange
data by direct access and can share peripheral devices without going through a
separate server.
In LANs using the Windows Server family of operating systems, the peerto-peer architecture is called the workgroup network model, in which a small
group of computers can share resources, such as files, folders, and printers,
over the network without a dedicated server. The Windows domain network
model, in contrast, uses a dedicated server to manage the computers in the
network.
Larger LANs have many clients and multiple servers, with separate servers
for specific services, such as storing and managing files and databases (file
servers or database servers), managing printers (print servers), storing and
managing e-mail (mail servers), or storing and managing Web pages (Web
servers).
Sometimes LANs are described in terms of the way their components are
connected together, or their topology. There are three major LAN topologies:
star, bus, and ring (see Figure 7-6).
In a star topology, all devices on the network connect to a single hub.
Figure 7-6 illustrates a simple star topology in which all network traffic flows
through the hub. In an extended star network, multiple layers of hubs are
organized into a hierarchy.
In a bus topology, one station transmits signals, which travel in both
directions along a single transmission segment. All of the signals are broadcast
in both directions to the entire network. All machines on the network receive
the same signals, and software installed on the client computers enables each
client to listen for messages addressed specifically to it. The bus topology is the
most common Ethernet topology.
A ring topology connects network components in a closed loop. Messages
pass from computer to computer in only one direction around the loop, and
only one station at a time may transmit. The ring topology is primarily found in
older LANs using Token Ring networking software.

Metropolitan and Wide Area Networks
Wide area networks (WANs) span broad geographical distancesentire
regions, states, continents, or the entire globe. The most universal and powerful
WAN is the Internet. Computers connect to a WAN through public networks,
such as the telephone system or private cable systems, or through leased lines
or satellites. A metropolitan area network (MAN) is a network that spans a
metropolitan area, usually a city and its major suburbs. Its geographic scope
falls between a WAN and a LAN.

PHYSICAL TRANSMISSION MEDIA
Networks use different kinds of physical transmission media, including twisted
wire, coaxial cable, fiber optics, and media for wireless transmission. Each has
advantages and limitations. A wide range of speeds is possible for any given
medium depending on the software and hardware configuration.

Tw i s t e d W i r e
Twisted wire consists of strands of copper wire twisted in pairs and is an older
type of transmission medium. Many of the telephone systems in buildings had
twisted wires installed for analog communication, but they can be used for
digital communication as well. Although an older physical transmission
medium, the twisted wires used in todays LANs, such as CAT5, can obtain
speeds up to 1 Gbps. Twisted-pair cabling is limited to a maximum recommended run of 100 meters (328 feet).

Coaxial Cable
Coaxial cable, similar to that used for cable television, consists of thickly
insulated copper wire that can transmit a larger volume of data than twisted
wire. Cable was used in early LANs and is still used today for longer (more than
100 meters) runs in large buildings. Coaxial has speeds up to 1 Gbps.

Fiber Optics and Optical Networks
Fiber-optic cable consists of bound strands of clear glass fiber, each the thickness of a human hair. Data are transformed into pulses of light, which are sent
through the fiber-optic cable by a laser device at rates varying from 500 kilobits to
several trillion bits per second in experimental settings. Fiber-optic cable is
considerably faster, lighter, and more durable than wire media, and is well suited
to systems requiring transfers of large volumes of data. However, fiber-optic cable
is more expensive than other physical transmission media and harder to install.

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Until recently, fiber-optic cable had been used primarily for the high-speed
network backbone, which handles the major traffic. Now cellular phone
companies such as Verizon are starting to bring fiber lines into the home for
new types of services, such as Verizons Fiber Optic Services (FiOS) Internet
service that provides up 50 Mbps download speeds.

W i r e l e s s Tr a n s m i s s i o n M e d i a
Wireless transmission is based on radio signals of various frequencies. There
are three kinds of wireless networks used by computers: microwave, cellular,
and Wi-Fi. Microwave systems, both terrestrial and celestial, transmit highfrequency radio signals through the atmosphere and are widely used for
high-volume, long-distance, point-to-point communication. Microwave signals follow a straight line and do not bend with the curvature of the earth.
Therefore, long-distance terrestrial transmission systems require that transmission stations be positioned about 37 miles apart. Long-distance transmission is also possible by using communication satellites as relay stations for
microwave signals transmitted from terrestrial stations.
Communication satellites use microwave transmission and are typically
used for transmission in large, geographically dispersed organizations that
would be difficult to network using cabling media or terrestrial microwave, as
well as for home Internet service, especially in rural areas. For instance, the
global energy company BP p.l.c. uses satellites for real-time data transfer of oil
field exploration data gathered from searches of the ocean floor. Using geosynchronous satellites, exploration ships transfer these data to central computing
centers in the United States for use by researchers in Houston, Tulsa, and
suburban Chicago. Figure 7-7 illustrates how this system works. Satellites are
also used for home television and Internet service. The two major satellite
Internet providers (Dish Network and DirectTV) have about 30 million
subscribers, and about 17 percent of all U.S. households access the Internet
using satellite services (eMarketer, 2010).

FIGURE 7-7

BPS SATELLITE TRANSMISSION SYSTEM

Communication satellites help BP transfer seismic data between oil exploration ships and research
centers in the United States.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

Cellular systems also use radio waves and a variety of different protocols to
communicate with radio antennas (towers) placed within adjacent geographic
areas called cells. Communications transmitted from a cell phone to a local
cell pass from antenna to antennacell to celluntil they reach their final
destination.
Wireless networks are supplanting traditional wired networks for many
applications and creating new applications, services, and business models.
In Section 7.4, we provide a detailed description of the applications and
technology standards driving the wireless revolution.

Tr a n s m i s s i o n S p e e d
The total amount of digital information that can be transmitted through any
telecommunications medium is measured in bits per second (bps). One signal
change, or cycle, is required to transmit one or several bits; therefore, the
transmission capacity of each type of telecommunications medium is a function of its frequency. The number of cycles per second that can be sent
through that medium is measured in hertzone hertz is equal to one cycle of
the medium.
The range of frequencies that can be accommodated on a particular telecommunications channel is called its bandwidth. The bandwidth is the difference
between the highest and lowest frequencies that can be accommodated on a
single channel. The greater the range of frequencies, the greater the bandwidth
and the greater the channels transmission capacity.

7.3

THE GLOBAL INTERNET

We all use the Internet, and many of us cant do without it. Its become an
indispensable personal and business tool. But what exactly is the Internet? How
does it work, and what does Internet technology have to offer for business?
Lets look at the most important Internet features.

WHAT IS THE INTERNET?
The Internet has become the worlds most extensive, public communication
system that now rivals the global telephone system in reach and range. Its also
the worlds largest implementation of client/server computing and internetworking, linking millions of individual networks all over the world. This global
network of networks began in the early 1970s as a U.S. Department of Defense
network to link scientists and university professors around the world.
Most homes and small businesses connect to the Internet by subscribing to an
Internet service provider. An Internet service provider (ISP) is a commercial
organization with a permanent connection to the Internet that sells temporary
connections to retail subscribers. EarthLink, NetZero, AT&amp;T, and Time Warner
are ISPs. Individuals also connect to the Internet through their business firms,
universities, or research centers that have designated Internet domains.
There are a variety of services for ISP Internet connections. Connecting via a
traditional telephone line and modem, at a speed of 56.6 kilobits per second
(Kbps) used to be the most common form of connection worldwide, but it has
been largely replaced by broadband connections. Digital subscriber line (DSL),
cable, satellite Internet connections, and T lines provide these broadband
services.

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Digital subscriber line (DSL) technologies operate over existing telephone
lines to carry voice, data, and video at transmission rates ranging from 385 Kbps
all the way up to 9 Mbps. Cable Internet connections provided by cable
television vendors use digital cable coaxial lines to deliver high-speed Internet
access to homes and businesses. They can provide high-speed access to the
Internet of up to 15 Mbps. In areas where DSL and cable services are unavailable, it is possible to access the Internet via satellite, although some satellite
Internet connections have slower upload speeds than other broadband services.
T1 and T3 are international telephone standards for digital communication.
They are leased, dedicated lines suitable for businesses or government
agencies requiring high-speed guaranteed service levels. T1 lines offer guaranteed delivery at 1.54 Mbps, and T3 lines offer delivery at 45 Mbps. The Internet
does not provide similar guaranteed service levels, but simply best effort.

INTERNET ADDRESSING AND ARCHITECTURE
The Internet is based on the TCP/IP networking protocol suite described
earlier in this chapter. Every computer on the Internet is assigned a unique
Internet Protocol (IP) address, which currently is a 32-bit number represented by four strings of numbers ranging from 0 to 255 separated by periods.
For instance, the IP address of www.microsoft.com is 207.46.250.119.
When a user sends a message to another user on the Internet, the message is
first decomposed into packets using the TCP protocol. Each packet contains its
destination address. The packets are then sent from the client to the network
server and from there on to as many other servers as necessary to arrive at a
specific computer with a known address. At the destination address, the packets
are reassembled into the original message.

The Domain Name System
Because it would be incredibly difficult for Internet users to remember strings
of 12 numbers, the Domain Name System (DNS) converts domain names to IP
addresses. The domain name is the English-like name that corresponds to the
unique 32-bit numeric IP address for each computer connected to the Internet.
DNS servers maintain a database containing IP addresses mapped to their
corresponding domain names. To access a computer on the Internet, users
need only specify its domain name.
DNS has a hierarchical structure (see Figure 7-8). At the top of the DNS
hierarchy is the root domain. The child domain of the root is called a top-level
domain, and the child domain of a top-level domain is called is a second-level
domain. Top-level domains are two- and three-character names you are familiar with from surfing the Web, for example, .com, .edu, .gov, and the various
country codes such as .ca for Canada or .it for Italy. Second-level domains
have two parts, designating a top-level name and a second-level namesuch
as buy.com, nyu.edu, or amazon.ca. A host name at the bottom of the hierarchy designates a specific computer on either the Internet or a private
network.
The most common domain extensions currently available and officially
approved are shown in the following list. Countries also have domain names
such as .uk, .au, and .fr (United Kingdom, Australia, and France, respectively),
and there is a new class of internationalized top level domains that use
non-English characters (ICANN, 2010). In the future, this list will expand to
include many more types of organizations and industries.

Domain Name System is a hierarchical system with a root domain, top-level domains, second-level
domains, and host computers at the third level.

.com
.edu
.gov
.mil
.net
.org
.biz
.info

Commercial organizations/businesses
Educational institutions
U.S. government agencies
U.S. military
Network computers
Nonprofit organizations and foundations
Business firms
Information providers

Internet Architecture and Governance
Internet data traffic is carried over transcontinental high-speed backbone
networks that generally operate today in the range of 45 Mbps to 2.5 Gbps (see
Figure 7-9). These trunk lines are typically owned by long-distance telephone
companies (called network service providers) or by national governments. Local
connection lines are owned by regional telephone and cable television companies in the United States that connect retail users in homes and businesses to
the Internet. The regional networks lease access to ISPs, private companies,
and government institutions.
Each organization pays for its own networks and its own local Internet
connection services, a part of which is paid to the long-distance trunk line
owners. Individual Internet users pay ISPs for using their service, and they
generally pay a flat subscription fee, no matter how much or how little they use
the Internet. A debate is now raging on whether this arrangement should
continue or whether heavy Internet users who download large video and music
files should pay more for the bandwidth they consume. The Interactive Session
on Organizations explores this topic, as it examines the pros and cons of
network neutrality.

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FIGURE 7-9

INTERNET NETWORK ARCHITECTURE

The Internet backbone connects to regional networks, which in turn provide access to Internet service
providers, large firms, and government institutions. Network access points (NAPs) and metropolitanarea exchanges (MAEs) are hubs where the backbone intersects regional and local networks and
where backbone owners connect with one another.

No one owns the Internet, and it has no formal management. However,
worldwide Internet policies are established by a number of professional organizations and government bodies, including the Internet Architecture Board
(IAB), which helps define the overall structure of the Internet; the Internet
Corporation for Assigned Names and Numbers (ICANN), which assigns IP
addresses; and the World Wide Web Consortium (W3C), which sets Hypertext
Markup Language and other programming standards for the Web.
These organizations influence government agencies, network owners, ISPs,
and software developers with the goal of keeping the Internet operating as
efficiently as possible. The Internet must also conform to the laws of the
sovereign nation-states in which it operates, as well as the technical infrastructures that exist within the nation-states. Although in the early years of
the Internet and the Web there was very little legislative or executive interference, this situation is changing as the Internet plays a growing role in the
distribution of information and knowledge, including content that some find
objectionable.

The Future Internet: IPv6 and Internet2
The Internet was not originally designed to handle the transmission of massive
quantities of data and billions of users. Because many corporations and governments have been given large blocks of millions of IP addresses to accommodate
current and future workforces, and because of sheer Internet population
growth, the world will run out of available IP addresses using the existing

Chapter 7 Telecommunications, the Internet, and Wireless Technology

addressing convention by 2012 or 2013. Under development is a new version of
the IP addressing schema called Internet Protocol version 6 (IPv6), which contains
128-bit addresses (2 to the power of 128), or more than a quadrillion possible
unique addresses.
Internet2 and Next-Generation Internet (NGI) are consortia representing
200 universities, private businesses, and government agencies in the United
States that are working on a new, robust, high-bandwidth version of the
Internet. They have established several new high-performance backbone networks with bandwidths reaching as much as 100 Gbps. Internet2 research
groups are developing and implementing new technologies for more effective
routing practices; different levels of service, depending on the type and importance of the data being transmitted; and advanced applications for distributed
computation, virtual laboratories, digital libraries, distributed learning, and teleimmersion. These networks do not replace the public Internet, but they do provide test beds for leading-edge technology that may eventually migrate to the
public Internet.

INTERNET SERVICES AND COMMUNICATION TOOLS
The Internet is based on client/server technology. Individuals using the
Internet control what they do through client applications on their computers,
such as Web browser software. The data, including e-mail messages and Web
pages, are stored on servers. A client uses the Internet to request information
from a particular Web server on a distant computer, and the server sends the
requested information back to the client over the Internet. Chapters 5 and 6
describe how Web servers work with application servers and database servers
to access information from an organizations internal information systems
applications and their associated databases. Client platforms today include
not only PCs and other computers but also cell phones, small handheld digital
devices, and other information appliances.

Internet Services
A client computer connecting to the Internet has access to a variety of services.
These services include e-mail, electronic discussion groups, chatting and
instant messaging, Telnet, File Transfer Protocol (FTP), and the Web.
Table 7-2 provides a brief description of these services.
Each Internet service is implemented by one or more software programs. All
of the services may run on a single server computer, or different services may

I N T E R A C T I V E S E S S I O N : O R G A N I Z AT I O N S
THE BATTLE OVER NET NEUTRALITY
What kind of Internet user are you? Do you primarily use the Net to do a little e-mail and look up
phone numbers? Or are you online all day, watching
YouTube videos, downloading music files, or playing
massively multiplayer online games? If youre the
latter, you are consuming a great deal of bandwidth,
and hundreds of millions of people like you might
start to slow the Internet down. YouTube consumed
as much bandwidth in 2007 as the entire Internet
did in 2000. Thats one of the arguments being made
today for charging Internet users based on the
amount of transmission capacity they use.
If user demand for the Internet overwhelms
network capacity, the Internet might not come to a
screeching halt, but users would be faced with very
sluggish download speeds and slow performance of
YouTube, Facebook, and other data-heavy services.
(Heavy use of iPhones in urban areas such as New
York and San Francisco has already degraded service
on the AT&amp;T wireless network. AT&amp;T reports that 3
percent of its subscriber base accounts for 40
percent of its data traffic. )
Other researchers believe that as digital traffic on
the Internet grows, even at a rate of 50 percent per
year, the technology for handling all this traffic is
advancing at an equally rapid pace.
In addition to these technical issues, the debate
about metering Internet use centers around the
concept of network neutrality. Network neutrality is
the idea that Internet service providers must allow
customers equal access to content and applications,
regardless of the source or nature of the content.
Presently, the Internet is indeed neutral: all Internet
traffic is treated equally on a first-come, first-served
basis by Internet backbone owners.
However, telecommunications and cable companies are unhappy with this arrangement. They want
to be able to charge differentiated prices based on
the amount of bandwidth consumed by content
being delivered over the Internet. These companies
believe that differentiated pricing is the fairest way
to finance necessary investments in their network
infrastructures.
Internet service providers point to the upsurge in
piracy of copyrighted materials over the Internet.
Comcast, the second largest Internet service
provider in the United States, reported that illegal
file sharing of copyrighted material was consuming

50 percent of its network capacity. In 2008, the
company slowed down transmission of BitTorrent
files, used extensively for piracy and illegal sharing
of copyrighted materials, including video. The
Federal Communications Commission (FCC) ruled
that Comcast had to stop slowing peer-to-peer traffic
in the name of network management. Comcast then
filed a lawsuit challenging the FCCs authority to
enforce network neutrality. In April 2010, a federal
appeals court ruled in favor of Comcast that the
FCC did not have the authority to regulate how an
Internet provider manages its network.
Advocates of net neutrality are pushing Congress
to find ways to regulate the industry to prevent
network providers from adopting Comcast-like
practices. The strange alliance of net neutrality
advocates includes MoveOn.org, the Christian
Coalition, the American Library Association, every
major consumer group, many bloggers and small
businesses, and some large Internet companies like
Google and Amazon.
Net neutrality advocates argue that the risk of
censorship increases when network operators can
selectively block or slow access to certain content
such as Hulu videos or access to competing low-cost
services such as Skype and Vonage. There are
already many examples of Internet providers
restricting access to sensitive materials (such as
Pakistans government blocking access to antiMuslim sites and YouTube as a whole in response to
content it deemed defamatory to Islam.)
Proponents of net neutrality also argue that a
neutral Internet encourages everyone to innovate
without permission from the phone and cable
companies or other authorities, and this level
playing field has spawned countless new businesses. Allowing unrestricted information flow
becomes essential to free markets and democracy
as commerce and society increasingly move online.
Network owners believe regulation to enforce net
neutrality will impede U.S. competitiveness by stifling
innovation, discouraging capital expenditures for new
networks, and curbing their networks ability to cope
with the exploding demand for Internet and wireless
traffic. U.S. Internet service lags behind many other
nations in overall speed, cost, and quality of service,
adding credibility to this argument.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

And with enough options for Internet access,
regulation would not be essential for promoting net
neutrality. Dissatisfied consumers could simply
switch to providers who enforce net neutrality and
allow unlimited Internet use.
Since the Comcast ruling was overturned, FCC
efforts to support net neutrality have been in a
holding pattern as it searches for some means of
regulating broadband Internet service within the
constraints of current law and current court rulings.
One proposal is to reclassify broadband Internet
transmission as a telecommunications service so the
FCC could apply decades-old regulations for
traditional telephone networks.
In August 2010, Verizon and Google issued a policy
statement proposing that regulators enforce net

CASE STUDY QUESTIONS
1 . What is network neutrality? Why has the Internet
operated under net neutrality up to this point in
time?
2. Whos in favor of net neutrality? Whos opposed?
Why?
3. What would be the impact on individual users,
businesses, and government if Internet providers
switched to a tiered service model?
4. Are you in favor of legislation enforcing network
neutrality? Why or why not?

263

neutrality on wired connections, but not on wireless
networks, which are becoming the dominant Internet
platform. The proposal was an effort to define some
sort of middle ground that would safeguard net neutrality while giving carriers the flexibility they needed
to manage their networks and generate revenue from
them. None of the major players in the net neutrality
debate showed support and both sides remain dug in.
S ources: Joe Nocera, The Struggle for What We Already Have,
The New York Times, September 4, 2010; Claire Cain Miller, Web
Plan is Dividing Companies, T he New York Times , August 11,
2010; Wayne Rash, Net Neutrality Looks Dead in the Clutches of
Congress, eWeek, June 13 2010; Amy Schatz and Spencer E. Ante,
FCC Web Rules Create Pushback, The Wall Street Journal, May 6,
2010; Amy Schatz, New U.S. Push to Regulate Internet Access,
The Wall Street Journal , May 5, 2010; and Joanie Wexler: Net
Neutrality: Can We Find Common Ground? Network World, April
1, 2009.

MIS IN ACTION
1. Visit the Web site of the Open Internet Coalition
and select five member organizations. Then visit
the Web site of each of these organizations or surf
the Web to find out more information about each.
Write a short essay explaining why each organization is in favor of network neutrality.
2. Calculate how much bandwidth you consume
when using the Internet every day. How many
e-mails do you send daily and what is the size of
each? (Your e-mail program may have e-mail file
size information.) How many music and video
clips do you download daily and what is the size of
each? If you view YouTube often, surf the Web to
find out the size of a typical YouTube file. Add up
the number of e-mail, audio, and video files you
transmit or receive on a typical day.

be allocated to different machines. Figure 7-10 illustrates one way that these
services can be arranged in a multitiered client/server architecture.
E-mail enables messages to be exchanged from computer to computer, with
capabilities for routing messages to multiple recipients, forwarding messages,
and attaching text documents or multimedia files to messages. Although some
organizations operate their own internal electronic mail systems, most e-mail
today is sent through the Internet. The costs of e-mail is far lower than equivalent voice, postal, or overnight delivery costs, making the Internet a very inexpensive and rapid communications medium. Most e-mail messages arrive
anywhere in the world in a matter of seconds.
Nearly 90 percent of U.S. workplaces have employees communicating
interactively using chat or instant messaging tools. Chatting enables two or

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FIGURE 7-10

CLIENT/SERVER COMPUTING ON THE INTERNET

Client computers running Web browser and other software can access an array of services on servers over the Internet. These services may
all run on a single server or on multiple specialized servers.

more people who are simultaneously connected to the Internet to hold live,
interactive conversations. Chat systems now support voice and video chat as
well as written conversations. Many online retail businesses offer chat services
on their Web sites to attract visitors, to encourage repeat purchases, and to
improve customer service.
Instant messaging is a type of chat service that enables participants to
create their own private chat channels. The instant messaging system alerts the
user whenever someone on his or her private list is online so that the user can
initiate a chat session with other individuals. Instant messaging systems for
consumers include Yahoo! Messenger, Google Talk, and Windows Live
Messenger. Companies concerned with security use proprietary instant
messaging systems such as Lotus Sametime.
Newsgroups are worldwide discussion groups posted on Internet electronic
bulletin boards on which people share information and ideas on a defined topic,
such as radiology or rock bands. Anyone can post messages on these bulletin
boards for others to read. Many thousands of groups exist that discuss almost all
conceivable topics.
Employee use of e-mail, instant messaging, and the Internet is supposed to
increase worker productivity, but the accompanying Interactive Session on
Management shows that this may not always be the case. Many company managers now believe they need to monitor and even regulate their employees
online activity. But is this ethical? Although there are some strong business reasons why companies may need to monitor their employees e-mail and Web
activities, what does this mean for employee privacy?

Vo i c e o v e r I P
The Internet has also become a popular platform for voice transmission and
corporate networking. Voice over IP (VoIP) technology delivers voice
information in digital form using packet switching, avoiding the tolls charged

Chapter 7 Telecommunications, the Internet, and Wireless Technology

by local and long-distance telephone networks (see Figure 7-11). Calls that
would ordinarily be transmitted over public telephone networks travel over the
corporate network based on the Internet Protocol, or the public Internet. Voice
calls can be made and received with a computer equipped with a microphone
and speakers or with a VoIP-enabled telephone.
Cable firms such as Time Warner and Cablevision provide VoIP service
bundled with their high-speed Internet and cable offerings. Skype offers free
VoIP worldwide using a peer-to-peer network, and Google has its own free VoIP
service.
Although there are up-front investments required for an IP phone system,
VoIP can reduce communication and network management costs by 20 to 30
percent. For example, VoIP saves Virgin Entertainment Group $700,000 per
year in long-distance bills. In addition to lowering long-distance costs and
eliminating monthly fees for private lines, an IP network provides a single
voice-data infrastructure for both telecommunications and computing services.
Companies no longer have to maintain separate networks or provide support
services and personnel for each different type of network.
Another advantage of VoIP is its flexibility. Unlike the traditional telephone
network, phones can be added or moved to different offices without rewiring or
reconfiguring the network. With VoIP, a conference call is arranged by a simple
click-and-drag operation on the computer screen to select the names of the
conferees. Voice mail and e-mail can be combined into a single directory.

Unified Communications
In the past, each of the firms networks for wired and wireless data, voice
communications, and videoconferencing operated independently of each other
and had to be managed separately by the information systems department.
Now, however, firms are able to merge disparate communications modes into a
single universally accessible service using unified communications technology.
Unified communications integrates disparate channels for voice communications, data communications, instant messaging, e-mail, and electronic conferencing into a single experience where users can seamlessly switch back and
forth between different communication modes. Presence technology shows
whether a person is available to receive a call. Companies will need to examine

FIGURE 7-11

HOW VOICE OVER IP WORKS

An VoIP phone call digitizes and breaks up a voice message into data packets that may travel along different routes before
being reassembled at the final destination. A processor nearest the calls destination, called a gateway, arranges the packets
in the proper order and directs them to the telephone number of the receiver or the IP address of the receiving computer.

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INTERACTIVE SESSION: MANAGEMENT
MONITORING EMPLOYEES ON NETWORKS: UNETHICAL OR GOOD
BUSINESS?
When you were at work, how many minutes (or
hours) did you spend on Facebook today? Did you
send personal e-mail or visit some sports Web sites? If
so, youre not alone. According to a Nucleus Research
study, 77 percent of workers with Facebook accounts
use them during work hours. An IDC Research study
shows that as much as 40 percent of Internet surfing
occurring during work hours is personal, while other
studies report as many as 90 percent of employees
receive or send personal e-mail at work.
This behavior creates serious business problems.
Checking e-mail, responding to instant messages,
and sneaking in a brief YouTube video create a series
of nonstop interruptions that divert employee attention from the job tasks they are supposed to be
performing. According to Basex, a New York City
business research company, these distractions take
up as much as 28 percent of the average U.S.
workers day and result in $650 billion in lost
productivity each year!
Many companies have begun monitoring their
employee use of e-mail, blogs, and the Internet,
sometimes without their knowledge. A recent
American Management Association (AMA) survey of
304 U.S. companies of all sizes found that 66 percent
of these companies monitor employee e-mail
messages and Web connections. Although U.S.
companies have the legal right to monitor employee
Internet and e-mail activity while they are at work, is
such monitoring unethical, or is it simply good
business?
Managers worry about the loss of time and
employee productivity when employees are focusing
on personal rather than company business. Too
much time on personal business, on the Internet or
not, can mean lost revenue. Some employees may
even be billing time they spend pursuing personal
interests online to clients, thus overcharging them.
If personal traffic on company networks is too
high, it can also clog the companys network so that
legitimate business work cannot be performed.
Schemmer Associates, an architecture firm in
Omaha, Nebraska, and Potomac Hospital in
Woodridge, Virginia, found that computing resources
were limited by a lack of bandwidth caused by
employees using corporate Internet connections to
watch and download video files.

When employees use e-mail or the Web (including
social networks) at employer facilities or with
employer equipment, anything they do, including
anything illegal, carries the companys name.
Therefore, the employer can be traced and held
liable. Management in many firms fear that racist,
sexually explicit, or other potentially offensive
material accessed or traded by their employees could
result in adverse publicity and even lawsuits for the
firm. Even if the company is found not to be liable,
responding to lawsuits could cost the company tens
of thousands of dollars.
Companies also fear leakage of confidential
information and trade secrets through e-mail or
blogs. A recent survey conducted by the American
Management Association and the ePolicy Institute
found that 14 percent of the employees polled
admitted they had sent confidential or potentially
embarrassing company e-mails to outsiders.
U.S. companies have the legal right to monitor
what employees are doing with company equipment
during business hours. The question is whether
electronic surveillance is an appropriate tool for
maintaining an efficient and positive workplace.
Some companies try to ban all personal activities on
corporate networkszero tolerance. Others block
employee access to specific Web sites or social sites
or limit personal time on the Web.
For example, Enterprise Rent-A-Car blocks
employee access to certain social sites and monitors
the Web for employees online postings about the
company. Ajax Boiler in Santa Ana, California, uses
software from SpectorSoft Corporation that records
all the Web sites employees visit, time spent at each
site, and all e-mails sent. Flushing Financial
Corporation installed software that prevents employees from sending e-mail to specified addresses and
scans e-mail attachments for sensitive information.
Schemmer Associates uses OpenDNS to categorize
and filter Web content and block unwanted video.
Some firms have fired employees who have
stepped out of bounds. One-third of the companies
surveyed in the AMA study had fired workers for
misusing the Internet on the job. Among managers
who fired employees for Internet misuse, 64 percent
did so because the employees e-mail contained inappropriate or offensive language, and more than 25

Chapter 7 Telecommunications, the Internet, and Wireless Technology

percent fired workers for excessive personal use of email.
No solution is problem free, but many consultants
believe companies should write corporate policies on
employee e-mail and Internet use. The policies
should include explicit ground rules that state, by
position or level, under what circumstances employees can use company facilities for e-mail, blogging,
or Web surfing. The policies should also inform
employees whether these activities are monitored
and explain why.
IBM now has social computing guidelines that
cover employee activity on sites such as Facebook
and Twitter. The guidelines urge employees not to
conceal their identities, to remember that they are
personally responsible for what they publish, and to
refrain from discussing controversial topics that are
not related to their IBM role.

CASE STUDY QUESTIONS
1. Should managers monitor employee e-mail and
Internet usage? Why or why not?
2 . Describe an effective e-mail and Web use policy
for a company.
3. Should managers inform employees that their Web
behavior is being monitored? Or should managers
monitor secretly? Why or why not?

267

The rules should be tailored to specific business
needs and organizational cultures. For example,
although some companies may exclude all
employees from visiting sites that have explicit
sexual material, law firm or hospital employees may
require access to these sites. Investment firms will
need to allow many of their employees access to
other investment sites. A company dependent on
widespread information sharing, innovation, and
independence could very well find that monitoring
creates more problems than it solves.
S ources: Joan Goodchild, Not Safe for Work: Whats Acceptable for
Office Computer Use, CIO Australia, June 17, 2010; Sarah E.
Needleman, Monitoring the Monitors, The Wall Street Journal,
August 16, 2010; Michelle Conline and Douglas MacMillan, Web
2.0: Managing Corporate Reputations, Business Week, May 20,
2009; James Wong, Drafting Trouble-Free Social Media Policies,
Law.com, June 15, 2009; and Maggie Jackson, May We Have Your
Attention, Please? Business Week, June 23, 2008.

MIS IN ACTION
Explore the Web site of online employee monitoring
software such as Websense, Barracuda Networks,
MessageLabs, or SpectorSoft, and answer the
following questions:
1. What employee activities does this software track?
What can an employer learn about an employee
by using this software?
2. How can businesses benefit from using this
software?
3. How would you feel if your employer used this
software where you work to monitor what you are
doing on the job? Explain your response.

how work flows and business processes will be altered by this technology in
order to gauge its value.
CenterPoint Properties, a major Chicago area industrial real estate company,
used unified communications technology to create collaborative Web sites for
each of its real estate deals. Each Web site provides a single point for accessing
structured and unstructured data. Integrated presence technology lets team
members e-mail, instant message, call, or videoconference with one click.

Virtual Private Networks
What if you had a marketing group charged with developing new products and
services for your firm with members spread across the United States? You
would want to be able to e-mail each other and communicate with the home
office without any chance that outsiders could intercept the communications.
In the past, one answer to this problem was to work with large private network-

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ing firms who offered secure, private, dedicated networks to customers. But this
was an expensive solution. A much less-expensive solution is to create a virtual
private network within the public Internet.
A virtual private network (VPN) is a secure, encrypted, private network
that has been configured within a public network to take advantage of the
economies of scale and management facilities of large networks, such as the
Internet (see Figure 7-12). A VPN provides your firm with secure, encrypted
communications at a much lower cost than the same capabilities offered by
traditional non-Internet providers who use their private networks to secure
communications. VPNs also provide a network infrastructure for combining
voice and data networks.
Several competing protocols are used to protect data transmitted over the
public Internet, including Point-to-Point Tunneling Protocol (PPTP). In a process
called tunneling, packets of data are encrypted and wrapped inside IP packets.
By adding this wrapper around a network message to hide its content, business
firms create a private connection that travels through the public Internet.

THE WEB
Youve probably used the Web to download music, to find information for a term
paper, or to obtain news and weather reports. The Web is the most popular
Internet service. Its a system with universally accepted standards for storing,
retrieving, formatting, and displaying information using a client/server architecture. Web pages are formatted using hypertext with embedded links that
connect documents to one another and that also link pages to other objects,
such as sound, video, or animation files. When you click a graphic and a video
clip plays, you have clicked a hyperlink. A typical Web site is a collection of
Web pages linked to a home page.

Hypertext
Web pages are based on a standard Hypertext Markup Language (HTML),
which formats documents and incorporates dynamic links to other documents
and pictures stored in the same or remote computers (see Chapter 5). Web

FIGURE 7-12

A VIRTUAL PRIVATE NETWORK USING THE INTERNET

This VPN is a private network of computers linked using a secure tunnel connection over the
Internet. It protects data transmitted over the public Internet by encoding the data and wrapping
them within the Internet Protocol (IP). By adding a wrapper around a network message to hide its
content, organizations can create a private connection that travels through the public Internet.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

pages are accessible through the Internet because Web browser software
operating your computer can request Web pages stored on an Internet host
server using the Hypertext Transfer Protocol (HTTP). HTTP is the
communications standard used to transfer pages on the Web. For example,
when you type a Web address in your browser, such as www.sec.gov, your
browser sends an HTTP request to the sec.gov server requesting the home
page of sec.gov.
HTTP is the first set of letters at the start of every Web address, followed
by the domain name, which specifies the organizations server computer that
is storing the document. Most companies have a domain name that is the
same as or closely related to their official corporate name. The directory path
and document name are two more pieces of information within the Web
address that help the browser track down the requested page. Together, the
address is called a uniform resource locator (URL). When typed into a
browser, a URL tells the browser software exactly where to look for the information. For example, in the URL h ttp://www.megacorp.com/content/features/082610.html , h ttp names the protocol used to display Web pages,
www.megacorp.com is the domain name, content/features is the directory
path that identifies where on the domain Web server the page is stored, and
082610.html is the document name and the name of the format it is in (it is an
HTML page).

We b S e r v e r s
A Web server is software for locating and managing stored Web pages. It locates
the Web pages requested by a user on the computer where they are stored and
delivers the Web pages to the users computer. Server applications usually run
on dedicated computers, although they can all reside on a single computer in
small organizations.
The most common Web server in use today is Apache HTTP Server, which
controls 54 percent of the market. Apache is an open source product that is free
of charge and can be downloaded from the Web. Microsoft Internet Information
Services is the second most commonly used Web server, with a 25 percent
market share.

S e a r c h i n g f o r I n f o r m a t i o n o n t h e We b
No one knows for sure how many Web pages there really are. The surface Web
is the part of the Web that search engines visit and about which information is
recorded. For instance, Google visited about 100 billion pages in 2010, and this
reflects a large portion of the publicly accessible Web page population. But
there is a deep Web that contains an estimated 900 billion additional pages,
many of them proprietary (such as the pages of The Wall Street Journal Online,
which cannot be visited without an access code) or that are stored in protected
corporate databases.

Search Engines Obviously, with so many Web pages, finding specific Web
pages that can help you or your business, nearly instantly, is an important
problem. The question is, how can you find the one or two pages you really
want and need out of billions of indexed Web pages? Search engines attempt to
solve the problem of finding useful information on the Web nearly instantly,
and, arguably, they are the killer app of the Internet era. Todays search
engines can sift through HTML files, files of Microsoft Office applications, PDF
files, as well as audio, video, and image files. There are hundreds of different

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search engines in the world, but the vast majority of search results are supplied
by three top providers: Google, Yahoo!, and Microsofts Bing search engine.
Web search engines started out in the early 1990s as relatively simple
software programs that roamed the nascent Web, visiting pages and gathering
information about the content of each page. The first search engines were simple keyword indexes of all the pages they visited, leaving the user with lists of
pages that may not have been truly relevant to their search.
In 1994, Stanford University computer science students David Filo and Jerry
Yang created a hand-selected list of their favorite Web pages and called it Yet
Another Hierarchical Officious Oracle, or Yahoo!. Yahoo! was not initially a
search engine but rather an edited selection of Web sites organized by categories the editors found useful, but it has since developed its own search engine
capabilities.
In 1998, Larry Page and Sergey Brin, two other Stanford computer science
students, released their first version of Google. This search engine was different: Not only did it index each Web pages words but it also ranked search
results based on the relevance of each page. Page patented the idea of a page
ranking system (PageRank System), which essentially measures the popularity
of a Web page by calculating the number of sites that link to that page as well as
the number of pages which it links to. Brin contributed a unique Web crawler
program that indexed not only keywords on a page but also combinations of
words (such as authors and the titles of their articles). These two ideas became
the foundation for the Google search engine. Figure 7-13 illustrates how Google
works.
Search engine Web sites are so popular that many people use them as their
home page, the page where they start surfing the Web(see Chapter 10). As useful as they are, no one expected search engines to be big money makers. Today,
however, search engines are the foundation for the fastest growing form of marketing and advertising, search engine marketing.
Search engines have become major shopping tools by offering what is now
called search engine marketing. When users enter a search term at Google,
Bing, Yahoo!, or any of the other sites serviced by these search engines, they
receive two types of listings: sponsored links, for which advertisers have paid to
be listed (usually at the top of the search results page), and unsponsored
organic search results. In addition, advertisers can purchase small text boxes
on the side of search results pages. The paid, sponsored advertisements are the
fastest growing form of Internet advertising and are powerful new marketing
tools that precisely match consumer interests with advertising messages at the
right moment. Search engine marketing monetizes the value of the search
process. In 2010, search engine marketing generated $12.3 billion in revenue,
half of all online advertising ($25.6 billion). Ninety seven percent of Googles
annual revenue of $23.6 billion comes from search engine marketing
(eMarketer, 2010).
Because search engine marketing is so effective, companies are starting to
optimize their Web sites for search engine recognition. The better optimized the
page is, the higher a ranking it will achieve in search engine result listings.
Search engine optimization (SEO) is the process of improving the quality
and volume of Web traffic to a Web site by employing a series of techniques that
help a Web site achieve a higher ranking with the major search engines when
certain keywords and phrases are put in the search field. One technique is to
make sure that the keywords used in the Web site description match the
keywords likely to be used as search terms by prospective customers. For example, your Web site is more likely to be among the first ranked by search engines

The Google search engine is continuously crawling the Web, indexing the content of each page, calculating its popularity, and storing the
pages so that it can respond quickly to user requests to see a page. The entire process takes about one-half second.

if it uses the keyword lighting rather than lamps if most prospective
customers are searching for lighting. It is also advantageous to link your Web
site to as many other Web sites as possible because search engines evaluate
such links to determine the popularity of a Web page and how it is linked to
other content on the Web. The assumption is the more links there are to a Web
site, the more useful the Web site must be.
In 2010, about 110 million people each day in the United States alone used a
search engine, producing over 17 billion searches a month. There are hundreds
of search engines, but the top three (Google, Yahoo!, and Bing) account for over
90 percent of all searches (see Figure 7-14).
Although search engines were originally built to search text documents, the
explosion in online video and images has created a demand for search engines
that can quickly find specific videos. The words dance, love, music, and
girl are all exceedingly popular in titles of YouTube videos, and searching on
these keywords produces a flood of responses even though the actual contents
of the video may have nothing to do with the search term. Searching videos is
challenging because computers are not very good or quick at recognizing digital
images. Some search engines have started indexing movie scripts so it will be
possible to search on dialogue to find a movie. Blinkx.com is a popular video
search service and Google has added video search capabilities.
Intelligent Agent Shopping Bots Chapter 11 describes the capabilities of
software agents with built-in intelligence that can gather or filter information
and perform other tasks to assist users. Shopping bots use intelligent agent

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F IGURE 7-14

TOP U.S. WEB SEARCH ENGINES

Google is the most popular search engine on the Web, handling 72 percent of all Web searches.
Sources: Based on data from SeoConsultants.com, August 28, 2010.

software for searching the Internet for shopping information. Shopping bots
such as MySimon or Google Product Search can help people interested in making a purchase filter and retrieve information about products of interest, evaluate competing products according to criteria the users have established, and
negotiate with vendors for price and delivery terms. Many of these shopping
agents search the Web for pricing and availability of products specified by the
user and return a list of sites that sell the item along with pricing information
and a purchase link.

We b 2 . 0
Todays Web sites dont just contain static contentthey enable people to
collaborate, share information, and create new services and content online.
These second-generation interactive Internet-based services are referred to as
Web 2.0. If you have shared photos over the Internet at Flickr or another photo
site, posted a video to YouTube, created a blog, used Wikipedia, or added a widget to your Facebook page, youve used some of these Web 2.0 services.
Web 2.0 has four defining features: interactivity, real-time user control, social
participation (sharing), and user-generated content. The technologies and
services behind these features include cloud computing, software mashups and
widgets, blogs, RSS, wikis, and social networks.
Mashups and widgets, which we introduced in Chapter 5, are software
services that enable users and system developers to mix and match content or
software components to create something entirely new. For example, Yahoos
photo storage and sharing site Flickr combines photos with other information
about the images provided by users and tools to make it usable within other
programming environments.
These software applications run on the Web itself instead of the desktop.
With Web 2.0, the Web is not just a collection of destination sites, but a source of
data and services that can be combined to create applications users need. Web
2.0 tools and services have fueled the creation of social networks and other
online communities where people can interact with one another in the manner
of their choosing.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

A blog, the popular term for a Weblog, is a personal Web site that typically
contains a series of chronological entries (newest to oldest) by its author, and
links to related Web pages. The blog may include a blogroll (a collection of links
to other blogs) and trackbacks (a list of entries in other blogs that refer to a post
on the first blog). Most blogs allow readers to post comments on the blog entries
as well. The act of creating a blog is often referred to as blogging. Blogs are
either hosted by a third-party site such as Blogger.com, LiveJournal.com,
TypePad.com, and Xanga.com, or prospective bloggers can download software
such as Movable Type to create a blog that is housed by the users ISP.
Blog pages are usually variations on templates provided by the blogging
service or software. Therefore, millions of people without HTML skills of any
kind can post their own Web pages and share content with others. The totality
of blog-related Web sites is often referred to as the blogosphere. Although blogs
have become popular personal publishing tools, they also have business uses
(see Chapters 9 and 10).
If youre an avid blog reader, you might use RSS to keep up with your favorite
blogs without constantly checking them for updates. RSS, which stands for Rich
Site Summary or Really Simple Syndication, syndicates Web site content so that
it can be used in another setting. RSS technology pulls specified content from
Web sites and feeds it automatically to users computers, where it can be stored
for later viewing.
To receive an RSS information feed, you need to install aggregator or news
reader software that can be downloaded from the Web. (Most current Web
browsers include RSS reading capabilities.) Alternatively, you can establish an
account with an aggregator Web site. You tell the aggregator to collect all
updates from a given Web page, or list of pages, or gather information on a
given subject by conducting Web searches at regular intervals. Once subscribed,
you automatically receive new content as it is posted to the specified Web site.
A number of businesses use RSS internally to distribute updated corporate
information. Wells Fargo uses RSS to deliver news feeds that employees can
customize to see the business news of greatest relevance to their jobs. RSS feeds
are so popular that online publishers are developing ways to present advertising along with content.
Blogs allow visitors to add comments to the original content, but they do not
allow visitors to change the original posted material. Wikis, in contrast, are
collaborative Web sites where visitors can add, delete, or modify content on the
site, including the work of previous authors. Wiki comes from the Hawaiian
word for quick.
Wiki software typically provides a template that defines layout and elements
common to all pages, displays user-editable software program code, and then
renders the content into an HTML-based page for display in a Web browser.
Some wiki software allows only basic text formatting, whereas other tools allow
the use of tables, images, or even interactive elements, such as polls or games.
Most wikis provide capabilities for monitoring the work of other users and
correcting mistakes.
Because wikis make information sharing so easy, they have many business
uses. For example, Motorola sales representatives use wikis for sharing sales
information. Instead of developing a different pitch for every client, reps reuse
the information posted on the wiki. The U.S. Department of Homeland
Securitys National Cyber Security Center deployed a wiki to facilitate collaboration among federal agencies on cybersecurity. NCSC and other agencies use
the wiki for real-time information sharing on threats, attacks, and responses
and as a repository for technical and standards information.

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Social networking sites enable users to build communities of friends and
professional colleagues. Members each typically create a profile, a Web page
for posting photos, videos, MP3 files, and text, and then share these profiles
with others on the service identified as their friends or contacts. Social
networking sites are highly interactive, offer real-time user control, rely on
user-generated content, and are broadly based on social participation and
sharing of content and opinions. Leading social networking sites include
Facebook, MySpace (with 500 million and 180 million global members respectively in 2010), and LinkedIn (for professional contacts).
For many, social networking sites are the defining Web 2.0 application,
and one that will radically change how people spend their time online; how
people communicate and with whom; how business people stay in touch
with customers, suppliers, and employees; how providers of goods and
services learn about their customers; and how advertisers reach potential
customers. The large social networking sites are also morphing into
application development platforms where members can create and sell
software applications to other members of the community. Facebook alone
had over 1 million developers who created over 550,000 applications for
gaming, video sharing, and communicating with friends and family. We talk
more about business applications of social networking in Chapters 2 and 10,
and you can find social networking discussions in many other chapters of the
text. You can also find a more detailed discussion of Web 2.0 in our Learning
Tracks.

We b 3 . 0 : T h e F u t u r e We b
Every day about 110 million Americans enter 500 million queries search
engines. How many of these 500 million queries produce a meaningful result (a
useful answer in the first three listings)? Arguably, fewer than half. Google,
Yahoo, Microsoft, and Amazon are all trying to increase the odds of people finding meaningful answers to search engine queries. But with over 100 billion Web
pages indexed, the means available for finding the information you really want
are quite primitive, based on the words used on the pages, and the relative popularity of the page among people who use those same search terms. In other
words, its hit and miss.
To a large extent, the future of the Web involves developing techniques to
make searching the 100 billion public Web pages more productive and
meaningful for ordinary people. Web 1.0 solved the problem of obtaining access
to information. Web 2.0 solved the problem of sharing that information with
others, and building new Web experiences. Web 3.0 is the promise of a future
Web where all this digital information, all these contacts, can be woven together
into a single meaningful experience.
Sometimes this is referred to as the Semantic Web. Semantic refers to
meaning. Most of the Webs content today is designed for humans to read and
for computers to display, not for computer programs to analyze and manipulate. Search engines can discover when a particular term or keyword appears in
a Web document, but they do not really understand its meaning or how it
relates to other information on the Web. You can check this out on Google by
entering two searches. First, enter Paris Hilton. Next, enter Hilton in Paris.
Because Google does not understand ordinary English, it has no idea that you
are interested in the Hilton Hotel in Paris in the second search. Because it cannot understand the meaning of pages it has indexed, Googles search engine
returns the most popular pages for those queries where Hilton and Paris
appear on the pages.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

First described in a 2001 Scientific American article, the Semantic Web is a
collaborative effort led by the World Wide Web Consortium to add a layer of
meaning atop the existing Web to reduce the amount of human involvement in
searching for and processing Web information (Berners-Lee et al., 2001).
Views on the future of the Web vary, but they generally focus on ways to
make the Web more intelligent, with machine-facilitated understanding of
information promoting a more intuitive and effective user experience. For
instance, lets say you want to set up a party with your tennis buddies at a
local restaurant Friday night after work. One problem is that you had earlier
scheduled to go to a movie with another friend. In a Semantic Web 3.0 environment, you would be able to coordinate this change in plans with the schedules of your tennis buddies, the schedule of your movie friend, and make a
reservation at the restaurant all with a single set of commands issued as text
or voice to your handheld smartphone. Right now, this capability is beyond
our grasp.
Work proceeds slowly on making the Web a more intelligent experience, in
large part because it is difficult to make machines, including software
programs, that are truly intelligent like humans. But there are other views of
the future Web. Some see a 3-D Web where you can walk through pages in a 3D environment. Others point to the idea of a pervasive Web that controls everything from the lights in your living room, to your cars rear view mirror, not to
mention managing your calendar and appointments.
Other complementary trends leading toward a future Web 3.0 include
more widespread use of cloud computing and SaaS business models, ubiquitous connectivity among mobile platforms and Internet access devices, and
the transformation of the Web from a network of separate siloed applications
and content into a more seamless and interoperable whole. These more
modest visions of the future Web 3.0 are more likely to be realized in the
near term.

7.4

THE WIRELESS REVOLUTION

If you have a cell phone, do you use it for taking and sending photos, sending
text messages, or downloading music clips? Do you take your laptop to class or
to the library to link up to the Internet? If so, youre part of the wireless revolution! Cell phones, laptops, and small handheld devices have morphed into
portable computing platforms that let you perform some of the computing tasks
you used to do at your desk.
Wireless communication helps businesses more easily stay in touch with
customers, suppliers, and employees and provides more flexible arrangements
for organizing work. Wireless technology has also created new products,
services, and sales channels, which we discuss in Chapter 10.
If you require mobile communication and computing power or remote
access to corporate systems, you can work with an array of wireless devices,
including cell phones, smartphones, and wireless-enabled personal computers. We introduced smartphones in our discussions of the mobile digital
platform in Chapters 1 and 5. In addition to voice transmission, they feature
capabilities for e-mail, messaging, wireless Internet access, digital photography,
and personal information management. The features of the iPhone and
BlackBerry illustrate the extent to which cellphones have evolved into small
mobile computers.

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CELLULAR SYSTEMS
Digital cellular service uses several competing standards. In Europe and much
of the rest of the world outside the United Sates, the standard is Global System
for Mobile Communication (GSM). GSMs strength is its international roaming
capability. There are GSM cell phone systems in the United States, including TMobile and AT&amp;T Wireless.
The major standard in the United States is Code Division Multiple Access
(CDMA), which is the system used by Verizon and Sprint. CDMA was developed by the military during World War II. It transmits over several frequencies,
occupies the entire spectrum, and randomly assigns users to a range of
frequencies over time.
Earlier generations of cellular systems were designed primarily for voice and
limited data transmission in the form of short text messages. Wireless carriers
now offer more powerful cellular networks called third-generation or 3G
networks, with transmission speeds ranging from 144 Kbps for mobile users in,
say, a car, to more than 2 Mbps for stationary users. This is sufficient transmission capacity for video, graphics, and other rich media, in addition to voice,
making 3G networks suitable for wireless broadband Internet access. Many of
the cellular handsets available today are 3G-enabled.
High-speed cellular networks are widely used in Japan, South Korea, Taiwan,
Hong Kong, Singapore, and parts of northern Europe. In U.S. locations without
full 3G coverage, U.S. cellular carriers have upgraded their networks to support
higher-speed transmission, enabling cell phones to be used for Web access,
music downloads, and other broadband services. PCs equipped with a special
card can use these broadband cellular services for anytime, anywhere wireless
Internet access.
The next evolution in wireless communication, called 4G networks, is
entirely packet switched and capable of 100 Mbps transmission speed (which
can reach 1 Gbps under optimal conditions), with premium quality and high
security. Voice, data, and high-quality streaming video will be available to users
anywhere, anytime. Pre-4G technologies currently include Long Term
Evolution (LTE) and the mobile WiMax. (See the discussion of WiMax in the following section.) You can find out more about cellular generations in the
Learning Tracks for this chapter.

WIRELESS COMPUTER NETWORKS AND INTERNET
ACCESS
If you have a laptop computer, you might be able to use it to access the
Internet as you move from room to room in your dorm, or table to table in
your university library. An array of technologies provide high-speed wireless
access to the Internet for PCs and other wireless handheld devices as well as
for cell phones. These new high-speed services have extended Internet access
to numerous locations that could not be covered by traditional wired Internet
services.

Bluetooth
Bluetooth is the popular name for the 802.15 wireless networking standard,
which is useful for creating small personal area networks (PANs). It links up
to eight devices within a 10-meter area using low-power, radio-based communication and can transmit up to 722 Kbps in the 2.4-GHz band.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

Wireless phones, pagers, computers, printers, and computing devices using
Bluetooth communicate with each other and even operate each other without
direct user intervention (see Figure 7-15). For example, a person could direct a
notebook computer to send a document file wirelessly to a printer. Bluetooth
connects wireless keyboards and mice to PCs or cell phones to earpieces
without wires. Bluetooth has low-power requirements, making it appropriate
for battery-powered handheld computers, cell phones, or PDAs.
Although Bluetooth lends itself to personal networking, it has uses in large
corporations. For example, FedEx drivers use Bluetooth to transmit the delivery
data captured by their handheld PowerPad computers to cellular transmitters,
which forward the data to corporate computers. Drivers no longer need to
spend time docking their handheld units physically in the transmitters, and
Bluetooth has saved FedEx $20 million per year.

Wi-Fi and Wireless Internet Access
The 802.11 set of standards for wireless LANs and wireless Internet access is
also known as Wi-Fi. The first of these standards to be widely adopted was
802.11b, which can transmit up to 11 Mbps in the unlicensed 2.4-GHz band and
has an effective distance of 30 to 50 meters. The 802.11g standard can transmit
up to 54 Mbps in the 2.4-GHz range. 802.11n is capable of transmitting over 100
Mbps. Todays PCs and netbooks have built-in support for Wi-Fi, as do the
iPhone, iPad, and other smartphones.
In most Wi-Fi communication, wireless devices communicate with a wired
LAN using access points. An access point is a box consisting of a radio
receiver/transmitter and antennas that links to a wired network, router, or hub.
Mobile access points such as Virgin Mobiles MiFi use the existing cellular network to create Wi-Fi connections.

F IGURE 7-15

A BLUETOOTH NETWORK (PAN)

Bluetooth enables a variety of devices, including cell phones, smartphones, wireless keyboards and
mice, PCs, and printers, to interact wirelessly with each other within a small 30-foot (10-meter) area.
In addition to the links shown, Bluetooth can be used to network similar devices to send data from
one PC to another, for example.

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Figure 7-16 illustrates an 802.11 wireless LAN that connects a small number of
mobile devices to a larger wired LAN and to the Internet. Most wireless devices
are client machines. The servers that the mobile client stations need to use are on
the wired LAN. The access point controls the wireless stations and acts as a
bridge between the main wired LAN and the wireless LAN. (A bridge connects
two LANs based on different technologies.) The access point also controls the
wireless stations.
The most popular use for Wi-Fi today is for high-speed wireless Internet
service. In this instance, the access point plugs into an Internet connection,
which could come from a cable TV line or DSL telephone service. Computers
within range of the access point use it to link wirelessly to the Internet.
Hotspots typically consist of one or more access points providing wireless
Internet access in a public place. Some hotspots are free or do not require any
additional software to use; others may require activation and the establishment of
a user account by providing a credit card number over the Web.
Businesses of all sizes are using Wi-Fi networks to provide low-cost wireless
LANs and Internet access. Wi-Fi hotspots can be found in hotels, airport lounges,
libraries, cafes, and college campuses to provide mobile access to the Internet.
Dartmouth College is one of many campuses where students now use Wi-Fi for
research, course work, and entertainment.
Wi-Fi technology poses several challenges, however. One is Wi-Fis security
features, which make these wireless networks vulnerable to intruders. We
provide more detail about Wi-Fi security issues in Chapter 8.

F IGURE 7-16

AN 802.11 WIRELESS LAN

Mobile laptop computers equipped with network interface cards link to the wired LAN by communicating with the access point. The access point uses radio waves to transmit network signals from the
wired network to the client adapters, which convert them into data that the mobile device can
understand. The client adapter then transmits the data from the mobile device back to the access
point, which forwards the data to the wired network.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

Another drawback of Wi-Fi networks is susceptibility to interference from
nearby systems operating in the same spectrum, such as wireless phones,
microwave ovens, or other wireless LANs. However, wireless networks based on
the 802.11n standard are able to solve this problem by using multiple wireless
antennas in tandem to transmit and receive data and technology called MIMO
(multiple input multiple output) to coordinate multiple simultaneous radio signals.

WiMax
A surprisingly large number of areas in the United States and throughout the
world do not have access to Wi-Fi or fixed broadband connectivity. The range of
Wi-Fi systems is no more than 300 feet from the base station, making it difficult
for rural groups that dont have cable or DSL service to find wireless access to
the Internet.
The IEEE developed a new family of standards known as WiMax to deal with
these problems. WiMax, which stands for Worldwide Interoperability for
Microwave Access, is the popular term for IEEE Standard 802.16. It has a
wireless access range of up to 31 miles and transmission speed of up to 75 Mbps.
WiMax antennas are powerful enough to beam high-speed Internet connections to rooftop antennas of homes and businesses that are miles away. Cellular
handsets and laptops with WiMax capabilities are appearing in the marketplace.
Mobile WiMax is one of the pre-4G network technologies we discussed earlier
in this chapter. Clearwire, which is owned by Sprint-Nextel, is using WiMax
technology as the foundation for the 4G networks it is deploying throughout the
United States.

RFID AND WIRELESS SENSOR NETWORKS
Mobile technologies are creating new efficiencies and ways of working throughout the enterprise. In addition to the wireless systems we have just described,
radio frequency identification systems and wireless sensor networks are having
a major impact.

Radio Frequency Identification (RFID)
Radio frequency identification (RFID) systems provide a powerful technology for tracking the movement of goods throughout the supply chain. RFID
systems use tiny tags with embedded microchips containing data about an item
and its location to transmit radio signals over a short distance to RFID readers.
The RFID readers then pass the data over a network to a computer for processing. Unlike bar codes, RFID tags do not need line-of-sight contact to be read.
The RFID tag is electronically programmed with information that can
uniquely identify an item plus other information about the item, such as its
location, where and when it was made, or its status during production.
Embedded in the tag is a microchip for storing the data. The rest of the tag is an
antenna that transmits data to the reader.
The reader unit consists of an antenna and radio transmitter with a decoding
capability attached to a stationary or handheld device. The reader emits radio
waves in ranges anywhere from 1 inch to 100 feet, depending on its power
output, the radio frequency employed, and surrounding environmental conditions. When an RFID tag comes within the range of the reader, the tag is
activated and starts sending data. The reader captures these data, decodes
them, and sends them back over a wired or wireless network to a host
computer for further processing (see Figure 7-17). Both RFID tags and antennas
come in a variety of shapes and sizes.

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Active RFID tags are powered by an internal battery and typically enable
data to be rewritten and modified. Active tags can transmit for hundreds of feet
but may cost several dollars per tag. Automated toll-collection systems such as
New Yorks E-ZPass use active RFID tags.
Passive RFID tags do not have their own power source and obtain their
operating power from the radio frequency energy transmitted by the RFID
reader. They are smaller, lighter, and less expensive than active tags, but only
have a range of several feet.
In inventory control and supply chain management, RFID systems capture
and manage more detailed information about items in warehouses or in
production than bar coding systems. If a large number of items are shipped
together, RFID systems track each pallet, lot, or even unit item in the shipment.
This technology may help companies such as Walmart improve receiving and
storage operations by improving their ability to see exactly what stock is
stored in warehouses or on retail store shelves.
Walmart has installed RFID readers at store receiving docks to record the
arrival of pallets and cases of goods shipped with RFID tags. The RFID reader
reads the tags a second time just as the cases are brought onto the sales floor
from backroom storage areas. Software combines sales data from Walmarts
point-of-sale systems and the RFID data regarding the number of cases
brought out to the sales floor. The program determines which items will soon
be depleted and automatically generates a list of items to pick in the
warehouse to replenish store shelves before they run out. This information
helps Walmart reduce out-of-stock items, increase sales, and further shrink its
costs.
The cost of RFID tags used to be too high for widespread use, but now it is
less than 10 cents per passive tag in the United States. As the price decreases,
RFID is starting to become cost-effective for some applications.
In addition to installing RFID readers and tagging systems, companies may
need to upgrade their hardware and software to process the massive amounts of
data produced by RFID systemstransactions that could add up to tens or hundreds of terabytes.

F IGURE 7-17

HOW RFID WORKS

RFID uses low-powered radio transmitters to read data stored in a tag at distances ranging from 1 inch to 100 feet.
The reader captures the data from the tag and sends them over a network to a host computer for processing.

Chapter 7 Telecommunications, the Internet, and Wireless Technology

Software is used to filter, aggregate, and prevent RFID data from overloading
business networks and system applications. Applications often need to be
redesigned to accept large volumes of frequently generated RFID data and to
share those data with other applications. Major enterprise software vendors,
including SAP and Oracle-PeopleSoft, now offer RFID-ready versions of their
supply chain management applications.

Wireless Sensor Networks
If your company wanted state-of-the art technology to monitor building
security or detect hazardous substances in the air, it might deploy a wireless
sensor network. Wireless sensor networks (WSNs) are networks of interconnected wireless devices that are embedded into the physical environment to
provide measurements of many points over large spaces. These devices have
built-in processing, storage, and radio frequency sensors and antennas. They
are linked into an interconnected network that routes the data they capture to a
computer for analysis.
These networks range from hundreds to thousands of nodes. Because
wireless sensor devices are placed in the field for years at a time without any
maintenance or human intervention, they must have very low power requirements and batteries capable of lasting for years.
Figure 7-18 illustrates one type of wireless sensor network, with data from
individual nodes flowing across the network to a server with greater processing
power. The server acts as a gateway to a network based on Internet technology.
Wireless sensor networks are valuable in areas such as monitoring environmental changes, monitoring traffic or military activity, protecting property,
efficiently operating and managing machinery and vehicles, establishing security perimeters, monitoring supply chain management, or detecting chemical,
biological, or radiological material.

FIGURE 7-18

A WIRELESS SENSOR NETWORK

The small circles represent lower-level nodes and the larger circles represent high-end nodes. Lowerlevel nodes forward data to each other or to higher-level nodes, which transmit data more rapidly and
speed up network performance.

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Part Two Information Technology Infrastructure

7.5

HANDS-ON MIS PROJECTS

The projects in this section give you hands-on experience evaluating and
selecting communications technology, using spreadsheet software to improve
selection of telecommunications services, and using Web search engines for
business research.

Management Decision Problems
1. Your company supplies ceramic floor tiles to Home Depot, Lowes, and other
home improvement stores. You have been asked to start using radio frequency
identification tags on each case of tiles you ship to help your customers
improve the management of your products and those of other suppliers in their
warehouses. Use the Web to identify the cost of hardware, software, and
networking components for an RFID system for your company. What factors
should be considered? What are the key decisions that have to be made in
determining whether your firm should adopt this technology?
2 . BestMed Medical Supplies Corporation sells medical and surgical products and
equipment from over 700 different manufacturers to hospitals, health clinics,
and medical offices. The company employs 500 people at seven different
locations in western and midwestern states, including account managers,
customer service and support representatives, and warehouse staff. Employees
communicate via traditional telephone voice services, e-mail, instant
messaging, and cell phones. Management is inquiring about whether the
company should adopt a system for unified communications. What factors
should be considered? What are the key decisions that have to be made in
determining whether to adopt this technology? Use the Web, if necessary, to
find out more about unified communications and its costs.

Improving Decision Making: Using Spreadsheet
Software to Evaluate Wireless Services
Software skills: Spreadsheet formulas, formatting
Business skills: Analyzing telecommunications services and costs
In this project, youll use the Web to research alternative wireless services and
use spreadsheet software to calculate wireless service costs for a sales force.
You would like to equip your sales force of 35 based in Cincinnati, Ohio, with
mobile phones that have capabilities for voice transmission, text messaging,
and taking and sending photos. Use the Web to select a wireless service
provider that provides nationwide service as well as good service in your home
area. Examine the features of the mobile handsets offered by each of these
vendors. Assume that each of the 35 salespeople will need to spend three hours
per day during business hours (8 a.m. to 6 p.m.) on mobile voice communication, send 30 text messages per day, and five photos per week. Use your spreadsheet software to determine the wireless service and handset that will offer the
best pricing per user over a two-year period. For the purposes of this exercise,
you do not need to consider corporate discounts.

You want to learn more about ethanol as an alternative fuel for motor vehicles.
Use the following search engines to obtain that information: Yahoo!, Google, and
Bing. If you wish, try some other search engines as well. Compare the volume
and quality of information you find with each search tool. Which tool is the
easiest to use? Which produced the best results for your research? Why?

Review Summary
1. What are the principal components of telecommunications networks and key networking technologies?
A simple network consists of two or more connected computers. Basic network components
include computers, network interfaces, a connection medium, network operating system software,
and either a hub or a switch. The networking infrastructure for a large company includes the
traditional telephone system, mobile cellular communication, wireless local area networks, videoconferencing systems, a corporate Web site, intranets, extranets, and an array of local and wide area
networks, including the Internet.
Contemporary networks have been shaped by the rise of client/server computing, the use of
packet switching, and the adoption of Transmission Control Protocol/Internet Protocol (TCP/IP) as a
universal communicati